Infomercial

Definition

An infomercial is a type of television program that serves as a long-format commercial, typically lasting 30 minutes or longer, designed to promote and sell a product or service. Infomercials often blend entertainment and education, showcasing the features and benefits of the product while engaging viewers with testimonials, demonstrations, and special offers. They have become a popular advertising format within broadcast media, especially on television, due to their ability to provide detailed information in an engaging way.

5 Must Know Facts For Your Next Test

1. Infomercials typically air during off-peak hours or on channels dedicated to direct response advertising, taking advantage of less competitive advertising slots.
2. They often include limited-time offers or discounts to create a sense of urgency for viewers to make a purchase.
3. The format of an infomercial usually includes customer testimonials, expert endorsements, and visual demonstrations to build credibility and interest.
4. Successful infomercials often focus on solving specific problems for the target audience, highlighting how the product can enhance their lives.
5. Many well-known products, like the Snuggie or the Magic Bullet blender, gained popularity primarily through infomercials, showing the impact of this advertising method.

Review Questions

• How do infomercials utilize storytelling techniques to engage viewers and promote products?
  • Infomercials use storytelling techniques by presenting relatable scenarios that address common problems faced by viewers. By weaving narratives that illustrate how the featured product can solve these issues, they capture the audience's attention. This approach not only informs viewers about the product but also emotionally connects them, making them more likely to respond positively and consider purchasing.
• In what ways do infomercials differ from traditional commercials in terms of structure and audience engagement?
  • Infomercials differ from traditional commercials by being longer in format, typically lasting 30 minutes or more. They offer a more comprehensive look at the product through demonstrations, testimonials, and detailed explanations. Unlike traditional commercials that aim for quick brand recognition, infomercials engage audiences by providing extensive information and encouraging immediate response through calls to action. This extended interaction allows for deeper audience engagement and promotes better understanding of the product.
• Evaluate the effectiveness of infomercials in shaping consumer behavior compared to other advertising formats.
  • Infomercials have proven highly effective in shaping consumer behavior because they offer detailed insights into products while creating a sense of urgency with limited-time offers. By providing thorough demonstrations and testimonials, they build trust and credibility with potential customers. Compared to other formats like traditional ads or online banners, infomercials can create stronger emotional connections and encourage immediate purchases through direct response tactics. This effectiveness is often reflected in notable sales increases for products featured in successful infomercials.

Related terms

Direct Response Advertising: A marketing strategy that encourages immediate action from viewers, often featuring a call to action such as ordering a product via phone or website.

Teleshopping: A form of shopping where consumers can purchase products directly through television channels that feature live demonstrations and sales pitches.

Product Demonstration: A technique used in marketing to show how a product works and its benefits, often featured prominently in infomercials.