Direct Response Television (DRTV) Tools
This section includes tools for analyzing and planning your direct response advertising on television. The tools are primarily aimed at B2C, but will also work for B2B programs.
This tool will calculate the "ad allowable" and "media efficiency ratio" for a DRTV infomercial campaign. The ad allowable tells you how much you can afford on a cost per order basis. The ad allowable is the dollar amount determined to be the maximum media expense for each unit sold in order to generate a specified level (%) profit.
The DRTV Income & Cash Flow Projection Calculator will help you conduct "what-if" analysis, and income and cash flow projections for a direct response television campaign (infomercial). The calculator is setup to allow you to enter the retails and costs for the initial offer and three up-sell or add-on offers that are sold to the customer with their initial purchase.
The DRTV Campaign ROAI (return on advertising investment) Calculator will help you learn immediately if your product can make money on TV.
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