Infomercials

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Infomercials are a form of direct marketing (reaching out directly to the individual consumer). At least thirty minutes long in length, and which are mostly hosted by celebrities, typically target both the lower and upper middle classes. Research has shown over the past decade that most people who make purchase decisions while watching infomercials are between the ages of 25 and 44.

Infomercials generally feature between 2 and 4 internal commercials of :30 to :120 seconds in length which invite the consumer to call or take other direct action.

Despite the overt request for direct action, many consumers respond to the messages in an infomercial with purchases at retail outlets. For many infomercials, the largest portion of response they drive is through retail purchase.

With retail purchases, this gives infomercials a similar impact as traditional commercials where advertisers don't get a direct response from viewers, but, create the commercials with a goal to leave behind messages and brand that will lead people to purchase their product or increase consumption of the product.

Many traditional Infomercial producers make use of

Flashy catchphrases.

Repeat basic ideas.

Employ scientist-like characters.

Celebrities as guests.

Hosts in their ad.

The book As Seen on TV (Quirk Books) by Lou Harry and Sam Stall highlights the history of such memorable products as the Flowbee, the Chia Pet, and Ginsu knives.

Most of the time traditional infomercials use limited time offers and/or claim one can only purchase the products from television to add pressure for viewers to buy their products.

When planning an approach, advertisers often consider several criteria, such as how similar products have fared in other markets, time slots, and seasons. Most infomercial producers believe that even small television ratings for an infomercial can translate into strong returns.