Infomercials are program length TV commercials devoted solely to one product. These programs heighten public awareness, develop brand-name identification, and create a consumer market for a product by providing potential customers with all the information they will need about the product.
On a per-minute comparison basis, infomercials are roughly one-fifth the cost of a 30-second commercial, but it is necessary to study the market carefully before buying air time. Some businesses have found that hiring a media-buying firm is more convenient and less expensive than buying air time directly. Media-buying firms purchase blocks of time in many areas of the country and allot these time blocks to their clients.
According to Infomercial Marketing Report, the top-grossing infomercials for 1994 were:
For more information on infomercials, get in touch with these sources:
American Telecast 16 Industrial Boulevard Paoli, PA 19301 (610) 251-9933
Guthy-Renker 41550 Eclectic, Suite 200 Palm Desert, CA 92260 (619) 773-9022
National Infomercial Marketing Association 1201 New York Avenue, NW, Suite 1000 Washington, D.C. 20005 (202) 962-8342
National Media 1700 Walnut Street Philadelphia, PA 19103 (215) 772-5000
USA Direct 12701 Whitewater Drive Minnetonka, MN 55343 (612) 945-4391
These trade publications are also available:
Infomercial Marketing Report 11533 Thurston Circle Los Angeles, CA 90049 (310) 472-5253 The Infomercial Producer Report Television Time 178 Barsana Avenue Austin, TX 78737 (512) 288-6400