A no nonsense, direct and superbly informative look at the business of infomercials. The brilliant aspect of this book is the author's overriding desire to keep the aspiring marketeer from getting burned. I've worked in drtv for years, and have seen many projects succeed, however many more that have failed. This book WOULD HAVE RESCUED some of those projects that went down in flames. And it could have SAVED MILLIONS for those whose naivete was their downfall. A MUST read if you want to get into the world of direct response.