Infomercials

Infomercials are long-form, or program-length, commercials. They generally last for 30 minutes, in contrast to short-form commercials which average 30 seconds. Infomercials address a need in the marketplace because some products cannot be sold properly using the short-form commercial format. Infomercials give the marketer the chance to discuss the merits of a product at length.

Most infomercials use formats that simulate regular programs such as talk shows or newscasts. One or two personalities present the product to a paid, studio audience. Usually, an 800 number is provided about midway through the half-hour program to allow the at-home audience the opportunity to either purchase the product directly or get details about local retail outlets that carry the product.

Infomercials are a relatively recent addition to television programming. Attempts at long-form advertising were barred during the 1960s when the Federal Communications Commission (FCC) limited the amount of minutes that could be devoted to commercials. In 1984, the FCC rescinded these limits. Concurrent with deregulation was the expansion of cable television, which made available inexpensive air time. As a result, informercial marketers flo

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ly, she appeared on Home Shopping Network to market an exercise book and video program. Not only did Somers sell 10,000 copies of the book in March, her exposure on Home Shopping helped the book reach a position on several bestseller lists (Sennett 39). Some infomercial personalities become celebrities directly because of their involvement in this advertising format. An example is Ron Popeil, perhaps the most brilliant entrepreneur of the early years of infomercials, who made a fortune selling small gadgets like the "Amazing Vegomatic" and the "Pocket Fisherman." A more recent example is Susan Powter, the fitness guru whose immensely popular infomercial "Stop the Insanity" promotes her health and nutrition video. Use of infomercials by brand name companies has helped build respect for the industry. These companies include Lexus, Magnavox, Sears, and Fidelity Investments. When Bill Gates launched Windows 95, he did so with an infomercial. Retailers, like Sears, are using infomercials to educate consumers about products offered in their retail outlets. Such retailers find that infomercials perform the function of in-house sales personnel, thus lowering labor cots. Other marketers create a link between the product advertise
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Approximate Word count = 1817
Approximate Pages = 7 (250 words per page)

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