::: F :::

feature

among infomercial producers and directors, a term used to describe a lengthy (1 to 10 minutes) profile of an individual, usually a product inventor or consumer/testimonial. Often shot "news style". Usually structured to tell a story about how the product has impacted a person's life.

FCC

Federal Communications Commission. Government regulatory body that oversees electronic communications, including television.

film look

an electronic process that gives video a softer, more film-style look.

film to tape transfer

the process of transferring the film image to video tape by projecting the film into a video camera. The video tape of the film is then edited electronically versus physically cutting and rejoining the film as traditional film editing is performed.

firesale

term used to describe the last minute, sudden dumping of infomercial media into the media buying marketplace, usually because some agency had just canceled the same media time.

flight

the term used by short form media buyers to describe a specific number of spots to air during a 1,2,3 week or more period on a specific TV station or cable network.

footprint

the process of using comparables to develop a media test strategy based on a similarly positioned and targeted product that has previously succeeded in the infomercial marketplace. Footprinting involves analyzing the preceding infomercials media buying execution: what markets, stations, time slots that the infomercial repeatedly aired on/in.

format

the creative concept governing the overall structure of an infomercial.

frequency

refers to both the number of times an infomercial will play in a specific TV market over a specified time period and the number of times the average individual will see the same commercial. The latter definition is most applicable to the spot TV ad industry and is a measure of depth of an image ad campaign.

FTC

Federal Trade Commission: Government regulatory body that oversees commercial advertising and trade practices.

fulfillment

generally used to describe the warehousing, packaging, labeling, shipping and tracking functions of an infomercial campaign. These responsibilities are typically subcontracted to "fulfillment" company specialists. Some fulfillment houses also offer inbound telephone customer service.

fulfillment house

a company that provides fulfillment services.

full disclosure agency

an ad agency that collects broadcast affidavits (confirming media time purchase price and run time/dates) from the TV stations and networks from which it buys, and discloses the affidavits to its clients. This proves to clients that the agency is not marking up the media time and taking more than their maximum 15% commission.