Infomercials

Infomercials are program-length TV commercials, usually devoted solely to one product, that resemble regular programming; the name is derived from “information” and “commercials.” Infomercials are used to increase public awareness, develop brand-name recognition, and create a direct consumer response. They traditionally have been viewed with cynicism by the ADVERTISING industry. Early infomercials offering miracle products and get-rich plans were sometimes accused of marketing PONZI SCHEMES. However, Microsoft’s use of an infomercial to promote Windows 95 is credited with “legitimizing” this form of MARKETING COMMUNICATIONS. Typical infomercials employ the television format to demonstrate PRODUCTs and provide testimonials. Often celebrities are used to bolster the credibility of marketers’ claims. Infomercials are expensive, costing on average at least $300,000 to develop and more to air, depending on how often and in what time slots they will appear. On a perminute basis, infomercials cost a fraction of the price of a 30-second television commercial. Combined, infomercials and home-shopping networks (now called direct-response television) are big business in the United States, generating over $1.25 billion in revenue in 2000. Infomercial Marketing Report, an industry newsletter, tracks the leaders each year. In the past, leading infomercials included
• Fitness Breakthroughs with Jane Fonda
• Hidden Keys to Loving Relationships with Kathie Lee and Frank Gifford
• Psychic Friends Network
• Deal-a-Meal with Richard Simmons