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back end

any product transactions occurring after the initial direct-over TV sale generated by an infomercial or short form DRTV spot. Back-end sales can account for 20 to 50% of all DRTV product sales. Additional sales of the DRTV product and related products can be generated via inbound telemarketing (up-sells), outbound telemarketing, direct mail, continuity and club programs and catalogs. Back-end sales can account for 50 to 90% of all product sales. Retail sales are generally not considered "back-end".

bad debt

at any point in a DRTV campaign, the sum of all outstanding debt incurred due to consumers unpaid invoices, bounced checks or unauthorized credit card charges.

beauty shots

a term for flattering film or video shots of a DRTV product; usually shot in studio on a light table or cyc.

Beta

the name of Sony's professional, half-inch video tape format and the equipment that shoots, records and edits the format.

bicycle tape

the practice of reusing an infomercial recorded on video tape. The same tape can potentially be sent to many broadcast stations for viewing or broadcasting, thus reducing tape duplication costs. Primarily used for infomercial demo tapes.

billboard

the graphic page or pages at the end of a CTA that lists product price, shipping and handling charges, guarantees, "send check" address, 800 telephone #, etc. Also called "tag page."

bonus

an attractive extra product or service added to the key infomercial product

book/booked

to buy or to have bought; as in "book media" or "booked media"

border market

a Nielsen Designated Market Area whose broadcast TV stations' signals and viewer ship spills over into Canada. These are markets such as Seattle, Fargo, Detroit, Buffalo, Burlington, VT., etc.

B-roll

footage shot expressly to "cover" narration or interview copy. The audio from these shots is generally used as background audio or "sound under." Same as "cover footage."