Have you ever heard of flying on a plane stand-by? You generally get better rates doing this. Direct response advertising works the same way.
This type of media buying is different than the mass marketers who need to buy a specific time of day, on a specific program, in a specific market.
Buying direct response media is typically called “Spot Buying” or “ROS” (run of station). The station tells you what day or what part of the day your ad will run.
This also means that your ad can get “bumped” in favor of a higher paying account. The advantage is that you get cheaper rates for buying on “stand by” so to speak. The same holds true for buying magazine or newspaper ads.
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