DR Glossary
B-roll
Footage shot expressly to “cover” narration or interview copy. The audio from these shots is generally used as background audio or “sound under.” Same as cover footage.
back-end sales
Product transactions that occur after the initial direct television sale generated by an infomercial or short-form DRTV spot. These additional sales of the advertised item and related products can be generated via inbound telemarketing (upsells), outbound telemarketing, direct mail, continuity and club programs and catalogs. Back-end sales can account for 20 percent to 90 percent of all product sales, not including retail sales.
bad debt
At any point in an infomercial/DRTV campaign, the sum of all outstanding debt incurred due to consumers’ unpaid invoices, bounced checks, or unauthorized credit card charges.
beauty shots
Term for flattering film or video shots of a DRTV product, usually shot in studios on a light table or cyc.
Beta SP
Sony’s professional, half-inch videotape format and the equipment that shoots, records and edits the format.
bicycle tape
The practice of reusing an infomercial recorded on videotape. The same tape can potentially be sent to many broadcast stations for viewing or broadcasting, thus reducing tape duplication costs. Primarily used for infomercial demo tapes.
billboard
The graphic page or pages at the end of a CTA that lists product price, shipping and handling charges, guarantees, “send check” address, toll-free telephone number, etc. Also called “tag page.”
bonus
An attractive extra product or service added to the key infomercial product.
book/booked
To buy or to have bought, as in “book media” or “booked media.”
border market
A “Nielsen-Designated-Market” area whose broadcast TV stations’ signals and viewership spills over into Canada. These are markets such as Seattle, Fargo, Detroit, Buffalo, Burlington, Vermont, etc.
brandmercial
A new breed of infomercial where an arresting creative treatment of authentic brand image generates a lead or sale. Brand identity is magnified.