DRTV and Radio: Think Outside the Book, Part II

If the product lends itself well to telling a story, then a full-length 28-minute infomercial (also know as long-form) may be a better approach to take. Sometimes a product will start out with an infomercial; then as it builds in notoriety, a short-form spot is developed.

Product price is another key determinant in choosing between short-form and long-form. A price of $19.95 is typical for short-form, with the price rarely going above $29.95 (unless it’s also on long-form). Higher-priced products and continuity products are better candidates for an infomercial.