Infomercials

Definition

Infomercials are long-format television programs that combine entertainment and advertising to promote products or services, typically airing during non-peak hours. These segments often include demonstrations, testimonials, and special offers to persuade viewers to make immediate purchases. Infomercials reflect the evolving landscape of television and consumer culture, capitalizing on the power of visual media to influence buying behavior and lifestyle choices.

5 Must Know Facts For Your Next Test

1. Infomercials gained popularity in the 1980s as cable television expanded and provided more airtime for long-format advertising.
2. Many infomercials utilize a 'call now' approach, creating a sense of urgency with limited-time offers or special discounts to prompt immediate consumer action.
3. The format often features real customers giving testimonials, which helps build trust and authenticity around the product being advertised.
4. Products marketed through infomercials can range widely, from kitchen gadgets to beauty products, often targeting niche markets not covered by traditional advertising.
5. Infomercials have evolved with technology, incorporating online shopping options and social media engagement to reach a broader audience.

Review Questions

• How do infomercials exemplify the relationship between television programming and consumer culture?
  • Infomercials highlight the interplay between television programming and consumer culture by blending entertainment with persuasive marketing techniques. By presenting products in an engaging format, they capture viewers' attention during off-peak hours, transforming regular programming into direct selling opportunities. This strategy illustrates how television has evolved beyond just a medium for information and entertainment, becoming a powerful tool for influencing consumer behavior.
• Analyze how infomercials use psychological tactics to encourage viewers to purchase products.
  • Infomercials employ various psychological tactics to entice viewers into making purchases. They often create a sense of urgency through limited-time offers or exclusive deals, prompting immediate action. Additionally, featuring testimonials from satisfied customers helps to establish credibility and trust, while product demonstrations showcase functionality and benefits in a relatable manner. These strategies work together to lower consumers' resistance to buying and encourage impulse purchases.
• Evaluate the impact of infomercials on modern marketing strategies and consumer purchasing behavior in today's digital landscape.
  • Infomercials have significantly shaped modern marketing strategies by demonstrating the effectiveness of direct-response advertising. In today's digital landscape, they have adapted by integrating e-commerce solutions and social media platforms for broader outreach. This evolution not only enhances consumer accessibility to products but also influences purchasing behavior as consumers increasingly turn to online shopping. As a result, infomercials have contributed to a more interactive and immediate purchasing experience, reshaping how brands engage with consumers.

Related terms

Direct Response Advertising: A type of advertising aimed at eliciting an immediate response from viewers, often encouraging them to call a toll-free number or visit a website.

Telemarketing: The practice of marketing goods or services over the telephone, which often complements infomercial campaigns by providing a direct line of communication with consumers.

Consumerism: A social and economic ideology that encourages the acquisition of goods and services in ever-increasing amounts, often fueled by advertising and marketing strategies.