Marsha Kent – Media Buying For Drtv And Its Importance

By Author: Marsha Kent
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Marsha Kent is an intrepid spokesperson for the DRTV medium and the Infomercial model that it uses for marketing a product. She talks about a crucial step in the DRTV format- Media buying. She elaborates, “Once the product packaging is developed, the next step is the one that involves buying into the right mix of Media. You can advertise your product through the television, the radio and the print media. Television is normally the preferred medium, but the radio too can be used successfully to promote your product. DRTV media vehicles include broadcast and cable networks, local broadcast stations and specialty cable networks.”
She talks about how important it is to have an approximate estimate of the budget before deciding on the media mix. According to her, factors to consider before settling for the right mix are
• The local broadcast station, even cable networks in the area,
• Short or long form- what will be the length of the Infomercial,
• Time slot for airing the commercial- when is your target audience most responsive and most likely to see the commercial,
• What is the rating ...
... and the size of the audience involved,
• If there are any seasonal influences on the available media inventory,
• Ongoing trends in the market,
• Any package deals available that will help to bring down the costing substantially.

Marsha Kent states the impact of a properly executed, designed and programmed DRTV Infomercial is so immediate and so direct that the results of the short or long form commercial is there for all to see.”When you freeze on the type of media that you are going to use for your TV commercial, you can then package your program in such a way that it suits the medium. Buying an appropriate media package, therefore assumes prime importance”, says Marsha who has been in the DRTV industry since more than 2 decades, and has partnered with major marketing wizards and companies to make every brand that she took up a phenomenal success.
Over the years, the DRTV industry has ballooned into a market of enormous potential and proportions. It is predicted to grow to a $3 trillion sales figure industry, according to Marsha.
Marsha Kent joined hands with Peter Spiegel in 1992 to form Kent & Spiegel Direct, Inc. Together the partnership flourished with many products being sold and marketed through the Infomercial of the DRTV channel. Beauty treatments and equipment, cosmetics, personal care, fitness and house ware, the KSD product line was multifold. Marsha attributes the success of all her endeavors to her inherent ability to communicate the value of the product effectively to the customer. “The product that you sell has to suit the DRTV medium. You cannot market a product solely because there is this medium that you can use. Products like beauty wear, cosmetics, personal fitness equipments and house ware can be sold effectively with the help of the Infomercial”, she says. One of the many products that entered the Top Ten on the Jordan Whitney Report within one week of its launch was the Ab Coach. She is also known for another huge success- the Microcrisp Food Wrap, which has grossed more than 55$ million in sales, since its launch in 1993.
Today, Marsha Kent is known world-wide, for her astute business skills in the marketing field. She has helped many companies sell their products over television and has turned them into blockbusters overnight.