Infomercial

Definition

An infomercial is a form of television program that acts as a long-form commercial, typically lasting between 15 minutes to an hour. It combines the elements of advertising and entertainment, often showcasing products in a detailed manner while also providing demonstrations, testimonials, and special offers to engage viewers. Infomercials are designed to inform potential customers about the product's features and benefits, creating a persuasive case for immediate purchase.

5 Must Know Facts For Your Next Test

1. Infomercials often include a call-to-action, urging viewers to make a purchase during the broadcast or within a specific time frame to take advantage of special pricing.
2. These segments can generate significant revenue for networks, as they provide a platform for businesses to showcase their products extensively without the constraints of traditional commercial breaks.
3. Successful infomercials utilize storytelling techniques to create an emotional connection with viewers, making the product feel necessary for their lives.
4. The rise of the internet has led to adaptations of infomercial techniques in online marketing, blurring the lines between traditional television and digital advertising.
5. Infomercials are regulated by the Federal Trade Commission (FTC) in the United States, ensuring that claims made about products are truthful and not misleading.

Review Questions

• How do infomercials effectively blend advertising and entertainment to capture viewer attention?
  • Infomercials effectively blend advertising and entertainment by presenting products in an engaging narrative format that captivates viewers. They often include demonstrations showing the product in action, testimonials from satisfied customers, and host presentations that add personality to the pitch. This combination creates an entertaining viewing experience that holds attention while also serving the purpose of selling a product, making it more likely for viewers to respond positively.
• What role do direct response elements play in the success of an infomercial?
  • Direct response elements are crucial to the success of an infomercial because they prompt immediate action from viewers. These elements typically include time-sensitive offers, toll-free numbers, or website links that encourage viewers to make quick purchasing decisions. By creating a sense of urgency and providing easy access to purchase, infomercials increase conversion rates and generate sales more effectively than standard commercials.
• Evaluate the impact of digital platforms on the evolution of infomercials and their marketing strategies.
  • Digital platforms have significantly impacted the evolution of infomercials by allowing for more interactive and targeted marketing strategies. With social media and streaming services, brands can adapt infomercial content into shorter clips that cater to specific audiences, utilizing data analytics to optimize reach and engagement. This shift has enabled marketers to not only showcase products but also engage consumers through feedback and real-time responses, making the promotional experience more dynamic and personalized compared to traditional television broadcasts.

Related terms

Direct Response Advertising: A marketing strategy aimed at eliciting an immediate response from viewers, encouraging them to call or visit a website to purchase a product or service.

Home Shopping Network: A television channel that allows viewers to purchase products directly from their homes through live presentations and interactive ordering.

Advertorial: A blend of advertising and editorial content, where advertisements are presented in a format similar to regular content to engage readers or viewers.