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Infomercials Revisited: Perspectives of Advertising Professionals

2000; Advertising Research Foundation; Volume: 40; Issue: 5 Linguagem: Inglês

10.2501/jar-40-5-24-31

1740-1909

Patricia S. Chapman, Richard F. Beltramini,

Consumer Behavior in Brand Consumption and Identification

ABSTRACT After reviewing the history of ‘infomercials’ and published case studies in the USA, the author reports on a postal survey to assess attitudes of current advertising professionals to infomercials and compare the results with Beltramini9s benchmark study (1983). The investigation focussed on aspects of infomercial length, information, cost, objective, involvement and wearout.