When it comes to advertising, every company faces the same issue, is the money spent on advertising boosting your bottom line? Sadly, for many companies the answer is a resounding 'no' and that's because they haven't tapped into the power of a direct response Radio Infomercial or a sixty second TV spot.

Radio infomercials are the secret weapon in today's marketing environment.

If you've listened to some talk radio, you've undoubtedly heard radio infomercials. You just might not have realized it at the time. That's because the format is exactly like any other radio talk show! That's what makes them so powerful.

It's a fact. Talk radio is proven to be the most dynamic medium and its listeners are the most mature, educated, attentive, active and affluent of all the mediums. Between radio and TV there's no better place to promote your product or service.

It's a fact. With television reaching 98 percent of the homes in the U.S., direct response advertising is absolutely essential for the promotion and sales of your products. As a matter of fact, it's responsible for generating $256 billion in sales last year! Wouldn't you like to get a share of that revenue for your product? A TV ad with an effective "call to action" will have your phones ringing off the hook and turn your advertising dollars into instant revenue.

Here's why Direct Response Advertising is the most affordable way to maximize your ad dollars:

Sales are immediate. Effective 60-second TV Spots or Radio Infomercials are carefully scripted with a sense of urgency, leading viewers and listeners to take action immediately to order your product.

It's cost effective. Air time is not as expensive as you think. A half hour of radio time can be purchased for $150 to $350. TV can be even cheaper on popular, national cable networks like E!, CNN, Oxygen, ESPN, TBS, Lifetime, USA Network, etc. allowing you to reach 78% of all households nationwide for as little as $40 to $100 per spot. That's a fraction of what you'd pay for advertising on the major networks.

You can reach your target audience directly. Ads on Radio and TV are the perfect choice because their special interest programming appeals to a very specific target audience, such as women, sports fans, business people, music fanatics and "foodies."

Before you think it all sounds too good to be true, here's the caveat: you need a qualified team to produce your ads. Make sure the firm you hire has an experienced production team that knows how to craft your message, pitch your product and produce your ads. If your message is off or the spots don't look professional, you've missed the opportunity to connect with your target audience. Don't let anyone fool you, Direct Response ads require a certain set of skills to produce.

Another important factor--not every product is a good fit for Direct Response ads. The head of our production team, Bob Francis, is a pioneer in world of direct response. He's the creative master behind the wildly successful 8-Minute Abs campaign. His expertise lies in not only writing, producing and directing Direct Response ads- but also in evaluating what products are viable candidates for this type of marketing strategy. Some firms will tell you that any product will work, however, with more than 20 years experience in this field we firmly believe there's a definite formula for success that takes into consideration your mark-up, your price point, the mass appeal of your product and your entire offer.

At EMSI, we only recommend Radio Infomercials or TV ads if your product meets all the points of our proven formula for success. So it pays to do your research and find a firm that will build an ad campaign that's best-suited for your product and your budget. After all, it's the combination of a powerfully scripted ad and effective media placement that will get you the most bang for your buck. And that's what you were looking for all along, right?

PS. As infomercial and advertising specialists our job is to produce carefully scripted Radio Infomercials and TV Spots, and buy effective media time, the combination of which results in a buying response from listening audiences that provides an excellent return on your investment. From conception to the purchase and placement of air time, we will guide you every step of the way. We are a full service PR and Advertising firm, complete with success driven associates who will work for your success.

About the Author

Marsha Friedman is the CEO of Event Management Services, Inc. (EMSI) a leading publicity firm that has represented many well known clients such as Motown's Temptations, Teamsters Union President Jim Hoffa, Jr., National Security Advisor Robert McFarlane, Bristol Myers Squibb, Financial TV personality, Jim Rogers and Dr. Barry Sears.