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PRODUCING YOUR OWN INFOMERCIALS

Although most advertisers hire experienced production firms to develop

write and produce their infomercial campaigns, many entrepreneurs produce

their own.

Self-managed, self-produced projects have become a popular option for a lot

of advertisers because of relatively lower expenses, because of the nature

of the products themselves, or because the advertisers want creative control.

Folowing are the main reasons why this is so:

FINANCIAL INTEREST. Some entrepreneurs don't want to share profits with

partners or investors. But without them, most start-up companies do have

the capital to hire a full-service infomercial company.

PRODUCT APPEAL. The entrepreneur's product is untested as an informercial

item, making it difficult to attract partners or investors.

CREATIVE CONTROL. Many entrepreneurs argue that they know more about their

product than anyone else. They therefore prefer not to leave the creation

of their informcial to an outsider.

Three stages are normally involved in the creation and production of any

infomercial or direct response TV compaign:

1. CONCEPT STAGE

2. PRODUCTION STAGE

3. MEDIA STAGE