An infomercial is a form of television advertising, which generally includes a phone number or a toll-free website. Most commonly used as a form of live television broadcast (DRTV), long-term infomercials are usually 28:30 or 58:30 minutes. Infomercials are also known as paid programming (or teleshopping in Europe). This phenomenon begins in the United States, where infomercials are usually displayed overnight (usually 2:00 am to 6:00 am), outside prime time busy times for commercial broadcasters. Some television stations choose to advertise infomercials as an alternative to previous signing practices. In 2009, most of the infomercial spending in the US took place in the morning, day and night. Stations in most countries around the world have implemented similar media structures. The infomercial industry is worth more than $ 200 billion.
Although the term "infomercial" originally used only for television advertising, it is now sometimes used to refer to any presentation (often on video) that presents a large amount of information in an actual, or perceived, effort to promote a point of view.. When used in this way, this term can be meant to bring the implication that the party making the communication exaggerates the truth or hides the important facts. Often, it is unclear whether the actual presentation fits this definition because the term is used in an attempt to discredit the presentation. Therefore, political speeches or conventions may be pervertedly referred to as "infomercials" for a particular point of view.
Video Infomercial
Format
The word "infomercial" is the portmanteau of the word "information" and "commercial". As in other forms of advertising, content is a commercial message designed to represent a point of view and to serve the interests of the sponsor. Infomercials are often made similar to standard television programs. Some mimic a talk show and try to downplay the fact that the program is actually a commercial message. Some are developed around the storyline and have been called "storymercials". However, most do not have a specific television format but create different elements to convey what their creators expect as an interesting story about the product being offered.
Infomercials are designed to require a specific, simultaneous, quantifiable response and, therefore, are a form of direct response marketing (not to be confused with direct marketing). For this reason, infomercials generally display between two and four internal ads of 30 to 120 seconds, which invite consumers to call or take other direct action. Although demand is open to direct action, many consumers respond to messages in infomercials with purchases at retail outlets. For many infomercials, the lion's share of positive responses for consumers to take action by buying at a retail store. For others, advertisers will promote the item as "not sold in store". Some advertisers who make this choice do not like to share profits with resellers, while many do not have the enormous resources it takes to incorporate their products into retail industry channels before achieving success in the air. In the latter case, there is much hope of using profits from direct sales to build their business/company to achieve retail distribution later. Stand-alone short ads, 30 to 120 seconds long with a call to action, are mistakenly called infomercials; when used as an independently produced commercial, they are commonly known as where DRTV or short-form DRTV . Many products and services that advertise using infomercials often also use these short spots to advertise during regular programming.
Many traditional infomercials use striking slogans, repeating basic ideas or using scientist-like characters or celebrities as guests or residents in their ads. The Books as Seen on TV (Quirk Book) by Lou Harry and Sam Stall highlights the history of products such as Flowbee, Chia Pet and Ginsu knives. Sometimes, traditional infomercials use limited time offerings or claims people can only buy things from television to add pressure for viewers to buy their products.
Products using infomercial marketing
Products that are often marketed through infomercials at the national level include cleaning products, tools, food preparation kits, dietary supplements, alternative health aids, memory improvement courses, books, compilation albums, various genres of video, real estate investment strategies, beauty equipment, , sexual enhancement supplements, weight loss programs and products, personal fitness equipment, home exercise machines and adult chat channels. Car dealers, lawyers, and jewelers are among the types of businesses that broadcast ads at the local level.
The major brands (such as Apple, Microsoft, and Thermos-Grill2Go) have used infomercials because of their ability to communicate more complex and profound product stories. This practice began in the early 1990s and has been increasing ever since. Such advertisers typically avoid the unfavorable traps of the traditional infomercial business to create communications that they believe create a better image of their products, brands and consumers. The use of infomercial media by Apple was immediately terminated with the return of Steve Jobs in 1997 to the helm of the company.
Maps Infomercial
History
Initial infomercial
During the early days of television, many television shows were specifically created by sponsors with the primary purpose of selling their products, the entertainment angle being the hook to attract the audience (this is how the soap operas get their names). A good example of this is the early children's show of The Magic Clown on NBC, which was basically created as an advertisement for Taffy Turki Bonomo. It is recognized that the first infomercials for commercial products appeared in 1949 or 1950, for blenders. Accounts vary on whether this is for Vitamix blenders, as claimed by the manufacturer, or from Waring Blenders, as claimed in various online sources. Finally, the limit imposed by the Federal Communications Commission (FCC) on the number of ads that can appear for an hour from television does not exist in this program, forcing sponsors into the background; however, some infomercials, especially for the largest collection set and the Smith Shop power tool, do exist during periods when commercial time is limited.
It is likely that the first modern infomercial series run in North America was at the San Diego-area XETV television station, which during the 1970s runs an hour-long program every Sunday that consists of advertisements for local homes for sale. Since the station was actually licensed by the Mexican government to the city of Tijuana, but broadcast all its programs in English for the US market, the FCC limits at that time from a maximum of 18 minutes of advertising in one hour do not apply to the Station.
The Federal Communications Commission lifted the ban on radio commercials in 1981.
After 1984
Infomercials flourished in the United States after 1984 when the Federal Communications Commission eliminated regulations made in the 1950s and 1960s to regulate television commercial content. Infomercials in particular exploded in the mid-1990s with personal and motivational development products, and the "get rich quick" scheme was based on the premise that one could quickly become rich by selling anything through classified ads or through real estate reversals. It's ridiculed by personalities like Don Lapre and Carleton H. Sheets, among others.
When it first appears, infomercials are most commonly scheduled in the United States and Canada at late hours/early hours. Since stations have found value in airing at other times, most infomercial spending occurs in the early morning, afternoon, early prime and even prime time periods. There are also all infomercial networks (such as cable channels Corner Store TV, Access Television Network and GRTV) that generate revenue for cable and satellite providers who take them or fill in the void of local programs. In the past, this channel was allowed in a cable car contract to coat the pay-plan of national cable networks until about 2006. A notable incident occurred when the four-fold Stanley Cup playoff game on Versus was disconnected in many areas by cable operators-programmed infomercials after 2 : 00 or 3:00 am EDT, causing an excited fan reaction that causes Versus to remove this designation from their carriage agreement, as most other networks do. CNBC, which broadcasts only two hours of infomercial each night during business week, sometimes airs nearly 30 hours of advertising over the weekend; from the financial crisis of September-October 2008 to early 2017, CNBC has incorporated a "paid programming bug" in the upper-right corner of the screen during all infomercial shows. In contrast, the CNBC World sister network broadcasts international programs rather than paid programming.
A comparison of television lists from 2007 to 1987 proves that many North American broadcasters now broadcast infomercials in lieu of re-syndicated television and film series, which was once a staple during more publicly broadcasted infomercials (such as overnight hours). Previous infomercials are a permanent subject of daylight and Ion Television's overnight schedule, but channels now only carry infomercials in the time slots from 3:00 to 8:00 a.m ET/PT are replicated by most cable networks. Multichannel providers such as DirecTV objected to carrying Ion feeds that consisted mostly of paid programming, although satellite services carried some infomercial channels only.
United Kingdom
Like other ads, content is supervised by the Advertising Standards Authority (ASA) and governed by Ofcom. Advertising rules are written and maintained by the Advertising Practices Committee (CAP), working closely with ASA and Ofcom.
In the UK, "admags" (ad magazine) was originally a feature of regional commercial ITV stations from launch in 1955, but was banned in 1963. The word "teleshopping" was coined in 1979 by Michael Aldrich, who created real-time transaction processing from domestic television and then installed many systems throughout the UK in the 1980s. This will now be referred to as online shopping. In 1989, Satellite Store was launched as the first shopping channel in the UK. Shortly after, infomercials started on satellite television, and they became known as teleshopping. Until 2009, the UK did not allow paid or teleshopping infomercials on broadcast television. However, in 2009, Ofcom allowed up to three hours of infomercials per day on any channel.
Airtime for political messages, known as Party Political Broadcasts, is allocated free of charge to political parties in accordance with a formula approved by Parliament, and is available only on television channels and radio broadcasts. The Communications Act 2003 prohibits political advertising. Television commercials of pharmaceutical drugs and prescriptions are also prohibited.
televangelists
Some US televangelists such as Robert Tilton and Peter Popoff bought television time from infomercial brokers representing television stations across the US, and even some widespread cable networks that did not refuse to bring religious programs. A block of such programming emerged a working day in BET under the title of the BET Inspiration umbrella (which completely replaced the direct-response variation of infomercials in the channel in 1997). Most religious programs in the United States are distributed through paid infomercials; the costs that televangelists pay for coverage in most religious stations are the main revenue streams for those stations, in addition to the network programming that produces themselves.
TiVo
TiVo previously used weekly weekly programming times on the Discovery Channel on Thursday morning mornings and Ion Television early on Wednesday morning to record interactive and video content to serve customers in linear datacasting without disturbing the customer's internet bandwidth (or the absence of only using dialup connection machine to update). The program is listed as a Teleworld Paid Program , named for the name of the TiVo company at its founding. Teleworld Paid Program is quietly discontinued at the beginning of the 2016-17 television season because the company's installation base is largely routed to broadband and newer TiVo devices no longer include dialup options.
Financial crisis 2007-2010
During the financial crisis that lasted from 2007 to 2010, many struggling individual television stations began to devote more of their programming schedules to infomercials, thereby reducing syndication contracts for regular programming. Some stations find that revenue from time-infomercial sales is higher than is possible through traditional television advertising and syndicated sales options. However, a decrease in rankings of display infomercials can have domino effects and damage ratings for other programming at the station.
The feature-length documentary that tells about infomercial history is Pitch People .
In 2008, Tribune Media Services and Gemstar-TV Guide/Rovi began to loosen the guidelines for listing infomercials in their electronic program guides list. Previously all infomercials were listed under the title "Paid Programs" (except for the exceptions listed below), but now infomercial manufacturers are allowed to submit unlimited titles and synopsis (though phone numbers or website addresses may not be allowed) to list providers.
Fox's Saturday morning program
In November 2008, the Fox Network announced that starting January 2009 it would stop the Saturday morning children's programming block 4Kids TV after a dispute with 4Kids Entertainment's provider of compensation and problems with distribution. The network chooses to replace part of 4Kids TV with a two-hour infomercial block under the title of Weekend Marketplace (though two additional hours are given back to Fox station). This makes Fox the first major broadcasting network to bring the pay program schedule. However, many local stations are utilizing Saturday morning slots to display local-oriented paid programs that usually sell used cars or real estate. Although Fox hopes that the move will result in unique and exclusive paid programs tailored to them, the five-year block is generally underrated by the same viewers and Fox affiliates; revenue is not shared with affiliates, and there is no local time for advertising between programs offered. Furthermore, none of Fox's exclusive infomercials are shown; some stations opted to use additional time on Saturday morning for E/I programming, with infomercials degraded to before or after the block, or even limited in the afternoon (if local news broadcasts were featured before). Other stations refuse Weekend Market directly. and it does not run in some markets, or is buried in other time slots that are clearly listed as public paid programs. In September 2014, The Weekend Market was changed in some markets for the E/I-focused Xploration Nation programming block, but continued with the same format as did in the beginning.
Criticisms and legal issues
In the United States, the Federal Trade Commission (FTC) requires that every 15 minutes or so of infomercials should disclose to viewers that it is a paid advertisement. An infomercial required to be "clear and conspicuous" is marked as "paid advertisement for [certain product or service], sponsored by [sponsor]" at the beginning ("following program") and ends ("previous program") of the ad and before ordering instructions displayed.
Because infomercials sometimes take on a sensational tone, and since some products and services sold may be questionable, consumer advocates recommend careful inquiry into sponsors, products and claims before making a purchase. To that end, some stations and networks typically run their own disclaimers before, during or after advertising, stating that in addition to those programs being paid ads, the broadcaster is not responsible or liable for infomercial content (the legality of stations or networks attempts to free itself from responsibility for programs that are running, while benefiting from the same program, have never been tested in court). Some stations also encourage viewers to contact their local Better Business Bureau or local or state consumer protection agencies to report any questionable product or claim that airs on the infomercial. Some channels, such as CNBC (until early 2017), the Fox Business Network (which has stopped doing so) and Bloomberg Television incorporate a "pay-programming" bug in the corner of the screen during infomercials, which is essential for financial products to avoid exploitation of claims "as seen in" support by network. Other channels, especially smaller networks such as RFD-TV, have publicly rejected advertisements and refused to broadcast them (RFD-TV has since withdrawn its ban but only airs infomercials in the grave slots).
A considerable FTC oversight is also provided on claims of results such as those in dietary advertising/weight loss. They mainly focus on the claim of testimony, regarding it as a deliberate and deliberate written statement. Rules that control support are changed from time to time to improve consumer protection and fill gaps. Industrial organizations such as the Electronic Retail Association, which represent infomercial marketers, often try to minimize the impact of this rule change. In addition, the FTC has enacted a law on testimonials and has filed a lawsuit against several companies to publicize "non-typical" and "fully made" customer testimonials to support their claims in infomercials. In 2006, the company's first third party testimonial verification was launched, and now independently validates consumer testimony used in many infomercials.
Since the 1990s, federal and state consumer protection agencies have successfully sued or criticized some of the leading infomercial pitchmen, including Kevin Trudeau, Donald Barrett and, to a lesser extent, Matthew Lesko. Don Lapre, a renowned salesman for his rich-quick scheme, committed a clear suicide while in federal custody awaiting trial for several dozen allegations of fraud.
Parody
The Infomercial format has been broadly parodied:
- In a sort of self-parody, the movie Gold Gold Blood Circus shows the music number in which the mail-order jeweler "Santo Gold" Rigatuso (who financed the film) advertises his merchandise. Santo Gold promotes this film in its infomercials.
- A comedy drama in the cartoon series Tiny Toon Adventures has an infomercial hostess trying to sell clothes for $ 39.95, but must include an additional bid to try to justify a high price.
- In Garfield and Friends episode of "Dread Giveaway", Garfield dreams of giving Nermal in the ad, but nobody wants to take it.
- In the 2003 live-action film Cat in the Hat , the cat spoofed an all-talk show-style infomercial for a magic cupcake maker (but a disaster). In spoof, Cats play the role of host and guest/expert.
- In the Direct-to-Video movie The Lion King 1Ã,½ , Pumbaa sits in the remote control in the middle of the movie and the screen goes to infomercial jewelry from QVC.
- The Quebec-based website TÃÆ'ªtes ÃÆ' Claques has produced some infomercial parodies in French.
- Comedy duo Tim Heidecker and Eric Wareheim have produced some segments of the infomercial parody showcased in their eccentric comedy show Tim and Eric Awesome Show, Great Job! , especially one for the CD-ROM-based version of the internet called "Innernette". It employs many of the clichés and phrases of cliché infomercials such as enthusiastic demonstrations, and strange claims of user satisfaction.
- "Weird Al" Yankovic parodied infomercials in Mr. song. Popeil, a tribute to Ron Popeil's infomercial inventor and spokesperson, on his 1984 album "Weird Al" Yankovic on 3-D (Popeil himself has used this song in some of his infomercials). Renowned pitchers like Popeil and Billy Mays have been the inspiration for many of these parodies.
- Saturday Night Live ' s "Bassomatic" The comedy drama featuring Dan Aykroyd in the 1970s may have been a genre precedent.
- In the episode "Home-Cooked Eds" from the Cartoon Network series Ed, Edd & amp; Eddy , Sister Cancer decided to watch infomercials after taking over Eddy's home in one of the other misunderstanding attempts.
- Chicken Robots have parodied a lot of infomercials, along with their hosts. Popular examples include Mick Hastie, Cathy Mitchell and Billy Mays. Shortly after Mays' death, he was parodied posthumously in South Park .
- Adult Swim airs a very complicated parody of the infomercial, Paid Program , several times in November 2009. The clearest evidence that the parody, which advertises fictitious "Icelandic Blue" products, is not real use profanity and the fact that Adult Swim (or as a whole, the master network sharing channel space with, Cartoon Network) is not airing infomercials. Additional infomercial parodies soon followed. At the end of 2014, their infomercials were aired by Too Many Cooks , which became a very popular viral video shortly afterwards.
- The ABC improvisation-comedy show Whose Line Is It Anyway? regularly sort out infomercials in its two segments. One of them is "Greatest Hits", where the infomercial host (usually including the regular show Colin Mochrie and Ryan Stiles) tries to sell the greatest hits album about an impossible subject, with the songs mentioned usually sung by other regular events Wayne Brady. Others concerning those who try to make useless junk seem desirable.
- Some of the most remarkable sketches of Australian television sketches show "SkitHOUSE" featuring a fictional telemarketing company called "Nothing Suss".
- The UK children's sketch show Horrible Histories features an infomercial host character called Shouty Man, who enthusiastically airs an unusual past product.
- An important part of the Requiem for a Dream flow revolves around a sinister infomercial parody and one of the strongest wishes of character to appear in it.
Use and other definitions
Infomercial politics
In the United States, the strategy of purchasing prime-time programming slots on major networks has been exploited by political candidates for the presidential and state offices to present infomercial-like programs to sell candidate services to the public. Fringe presidential candidate Lyndon LaRouche regularly bought time on CBS and local stations in the 1980s. In the 1990s Ross Perot also bought network time in 1992 and 1996 to present his presidential policy to the public. The National Rifle Association has also broadcast programs through a paid programming program to present their views on issues such as gun control and other issues while attracting the public to join their organizations.
Use during the 2008 presidential campaign
Hillary Clinton purchased an hour of primetime programming on Hallmark Channel in 2008 before the Super Tuesday election, and at the regional sports network based in Texas, FSN Southwest before the state became the main venue for presenting programs such as the town hall. Campaign candidate for presidential candidate Barack Obama in 2008 used infomercials extensively. including running a 24-hour channel on Dish Network. One week before the 2008 general election, Obama bought a 30-minute slot at 8 pm. Eastern and Pacific Time during primetime on seven major networks (NBC, CBS, MSNBC, Fox, BET, TV One and Univision) to present "closing arguments" for his campaign. This combination of networks reportedly attracted the attention of more than 33 million viewers of the half-hour program, making it the single most watched infomercial broadcast in US television history.
Children programming
Although it does not meet the infomercial definition of per se , animated children's programs in the 1980s and early 1990s, which included a half-hour animated series for franchises like Transformer , > My Little Pony , Go-Bots and Bravestarr are often described by media experts and parents mock these types of series as essentially long-term programs, such as they also sell toy lines and food products for the show in commercials. The Children's Television Act of 1990 plays a role in ending this practice and setting commercial limits. Currently, any advertisement for the product tie-in in the event is considered a violation of the FCC rules and is considered a "long commercial program" by their standards, putting the station at risk of paying big penalties for infringement.
This rule does not apply to cable networks; for example, Disney Channel currently features for most events (in addition to promotions and promotions of standard programs for other Disney products) rather than advertising, while promoting only the DVD and CD versions of the program, while the Discovery Family (former Hub Network) competitor is a consortium between Discovery Communications and mapmaker Hasbro, who broadcast many performances based on their properties on the network, impossible settings on broadcast television. Nickelodeon often intercedes for Mattel on Sunday mornings for their children's film series promoting their Barbie doll line, which promotes releases on DVDs of the films.
However, as seen after the case where the characters for the children's shoes ad shoes Skechers are adapted into the full series, Zevo-3 for Nicktoons, an effective cable network usually uses FCC rules as a basic guideline and rarely deviates from CTA's basic principles to avoid risking their reputations with parents, consumer advocates and other groups who will argue equivalent FCC controls for cable networks as a broadcasting network for children's content.
Day programming
A new genre of locally produced television increased in the mid-2000s as a television station (mainly affiliated with NBC and Fox, where NBC gave the most programming time; Fox had no programming during the day per se >) view network time on a weekday morning after 9 o'clock back to local controls and see new national talk shows fail or do not attract proper demographics to the timeslot. Starting with Daytime at the WFLA-TV Media public station in Tampa, Florida in the early 2000s, a new format began to be used; these programs use traditional locally produced daytime structures with the usual format of light talks, health features, beauty tips and recipe segments (popular from the early 1970s to the early 1990s, when broadening local news releases become much less expensive forms of income, more reliable). Some of these events, such as the long-running Buffalo Buffalo ABC affiliates in Buffalo, New York, seamlessly make the transition from traditional local talk shows to paid programs with little notice.
This type of program typically features small talk, designed to attract a home-based female audience, followed by a presentation of local business products, services and packages; for example, basement waterproofing systems may be discussed by company representatives in the business with the host, along with perhaps a special offer for viewers; chiropractors (or other medical experts) may discuss back pain or other health-related issues, and provide contact information for practice. This segment, though cautiously denied after concerns are raised about the original programming model Daytime , is designed to give businesses a detailed presentation of their services that may not be possible in a 30-second traditional pre-commercial compression, or minute slot -minutes that have a short demonstration of the product and the general offer during the early evening program.
Although locally produced, the program is also presented by a host unrelated to the station newsroom, or by a host that previously broadcasted the station's news broadcast and (while still familiar with station viewers) may be looking for easier and less scratched work schedules. Under most guidelines, hosts can not appear on newscasts and in production run by the sales department at the same time, due to ethical concerns about sponsors affecting news broadcasts. Thus, newsreaders and journalists can not hold these events, nor can these events appear in newscasts as journalists; for example, in a case called AM Buffalo , host Linda Pellegrino was forced to resign from her post as a weather carrier at WKBW when AM Buffalo began adding sponsored segments. In fact, if a breaking news event occurs during a program, it usually breaks off with only a short pause and is not mentioned by the host that they are sending viewers to the news desk for details about the story. In the definition, these programs can be considered infomercials, although they do not fully meet the letter of definition.
Other broadcasters who have adopted this model are:
- Meredith Corporation, which uses a modified form for their national/local hybrid program Better ; nationally produced programs were canceled in May 2015.
- Belo, which uses modified form in many of its stations, branded Great Day (city) in some markets; WFAA-TV in Dallas, Texas uses the name Good Morning Texas to have some similarities to Good Morning America because WFAA is an ABC affiliate, while NBC's KGW affiliate in Portland, Oregon brings its program Greater Portland Today to have a resemblance to the Today show. These programs remain in production after the Belo merger with the Gannett Company broadcasting unit (now known as TEGNA) in 2013.
- LIN Dead media, featuring the same format as localized titles at many stations (in WLUK-TV in Green Bay, Wisconsin, it's known as Live with Amy , while WNAC-TV is on Providence, Rhode Island named their program The Rhode Show, and Norfolk, Virginia WVBT station title their program The Hampton Roads Show ). Both programs continue to produce after the merger of LIN with the Media General broadcasting unit in 2014 (and in 2017, with the Nexstar Media LIN/Media lead pioneer), while Living with Amy keeps following WLUK Sales into Sinclair Broadcast Group in 2014 due to concerns of market concentration.
- The Broadcast Group Journal Station obtained by EW Scripps Company in April 2015 also features a format called The Morning Blend at their many stations, which is closer to Daytime format.
Infomercial companies
Traditional infomercial marketers (eg, Guthy-Renker, Beachbody, and Telebrands) source the product, pay to develop infomercials, pay for media, and be responsible for all product sales. Sometimes, they sell products they produce from inventors. The Telebrands process brings products to the air and to the market seen on the 2009 Discovery Channel series PitchMen , featuring Billy Mays and Anthony Sullivan, along with Telebrands' top executives.
There is also a well-developed supplier network for the infomercial industry. These suppliers generally choose to focus on traditional infomercials (difficult sales approach) or use infomercials as advertising/sales channels for brand companies (branded approaches). In traditional businesses, services are usually supplied by infomercial manufacturers or by media purchasing companies. In the brand's infomercial business, services are often provided by full-service agents that provide strategic, creative, production, media, and campaign services.
Infomercial Research Company
- DRMetrix - The company provides competitive media research and broadcasts verification to direct, brand/direct, and live broadcast (DRTV) industries.
Use worldwide
The infomercial industry begins in the United States and has led to the specific definition of infomercials as direct-response television advertising of a certain length (30, 60 or 120 seconds; five minutes; or 28 minutes and 30 seconds). Infomercials have spread to other countries from the US. However, the term "infomercial" needs to be more universally defined to discuss use in all countries. In general, the use of worldwide terms refers to television advertising (paid programs) that offer products for direct sales to consumers via a web-based response, by telephone, or by mail.
There are several structures that apply everywhere in the international infomercial business. The regulatory environment in each country as well as the country's television tradition has led to variations in formats, lengths, and rules for long form advertising and television commercials that sell directly to consumers. For example, in the early 1990s, the long form of paid programs in Canada was required to consist only of photos without mobile videos (this restriction no longer exists).
Many of the products started in the United States have been incorporated into international distribution on television. In addition, each country has local entrepreneurs and marketers who use media for local businesses. The so-called infomercials are the most commonly found in North and South America, Europe, Japan and Southeast Asia.
In many countries, the infrastructure of direct response television distributors, telemarketing companies and product fulfillment companies (shipping, customer service) is more difficult and these missing pieces have limited the spread of infomercials.
Research on effectiveness
Studies have been conducted on consumer perceptions about infomercials. Agee and Martin (2001) found that infomercial buying involves some degree of planning rather than purely impulse purchases. The aspect of ad content is also influenced whether the purchase decision is impulsive or planned. Martin, Bhimy and Agee (2002) studied the use of ad content such as the use of testimonials and consumer characteristics. Based on a survey of 878 people who had purchased the product after seeing infomercials, they found that infomercials were more effective if they used expert comments, testimonials, product demonstrations, and other approaches. Consumer age and product type also affect perceived effectiveness.
See also
- Advertorial
- Mediated program
- Direct response television
- Informative ads
- Product demo
- Psychological pricing
- sponsored movie
- Television ads
References
Further reading
- Nathanson, Jon (November 14, 2013). "Infomercial Economy". Priceonomics . Retrieved November 15, 2013 .
Source of the article : Wikipedia
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