DR Glossary
unduplicated audience
Synonym for reach.
upsell
Any additional product offered to a product purchaser at the time of their initial telephone order. Inbound telemarketers, after taking the key product-ordering information, will often offer the caller one or two related products, which are typically discounted. For example, a music CD at half price, three months of a cosmetic for the cost of two, an additional key product at half price, etc.
USBC (United States Broadcast Markets)
Any Nielsen TV market that doesn’t have signal and viewership spill over into Canada.
video magazine
Infomercial program format that is documentary in form, but lighter in style. Often uses male/female co-hosts with multiple on-location shoots. Similar to PM Magazine.
VOD
Video On Demand: the system of supplying video programming any time to any viewer at the touch of a button. VOD and the PVR are expected to revolutionize television viewing and advertising by 2010.
voice over
The unseen narrator’s voice.
wall
An unseen, unpredictable “wall” of resistance to any further DRTV campaign expansion. Response can begin to drop off dramatically, so media spending drops.
wobble zone
Response levels prior to “hitting the wall” that are consistently around ad allowable while spending levels are maintained. In this “wobble zone” the CPO fluctuates under and around the ad allowable.
World Wide Web (WWW)
The commercial context of the Internet where DRTV marketers can post product and company information by creating a commercial Web site or home page, which online computer users/consumers can access at their convenience.
zapping
Avoiding commercial viewing by changing channels with a remote control.
zipping
Avoiding commercial viewing while watching VCR-recorded programs by fast-forwarding through the commercials.