Do's and Don'ts about Infomercials

2007-03-08 10:33:40

( Business )



The word "infomercial" is a recently coined word combining "information" and "commercial". It is a form of advertising which utilizes a documentary or talk show style of presenting goods and services, and is designed to elicit one important response from the consumer - to buy or patronize the product being marketed.

While television is the most common medium, some infomercials are also shown in Internet, airlines, theaters, stadiums and commercial locations.

Informercials proliferated in the USA during the mid-eighties after the deregulation of commercials by the FCC. TV infomercials are used for marketing a wide variety of products, from miracle drugs to exercise equipment. Quite a few infomercials are made for election campaigns and for soliciting support for a cause.

How a TV Infomercial Works

Because more audiences can be reached through television, most infomercials are aired on specific channels at certain times of the day, usually during non-peak hours.

If you have something to sell, you can use TV infomercial companies to create the program for your product using their own in-house studios and personnel. Infomercial producers can even employ noted celebrities to present your product and use special effects to enhance your product's features.

At least several times during the show, your product's price and terms of ordering and delivery are featured, as well telephone numbers that can be reached by parties who are interested in your product. The offers are made to sound very enticing and may even give some specific deadlines to order, so that the audience will feel the pressure to buy.

While a TV infomercial production may be cheaper than spot advertising during peak hours, it can run into tens of thousands of dollars for a 30-minute show.

To the Marketer

TV informercials are very powerful tools to sell products. But due to the irresponsibility and dishonesty of some marketers, TV infomercials have earned the reputation of being fraudulent and unfair to consumers. The product's merits are oftentimes exaggerated by the infomercial and many products do not deliver what was promised. Some companies do not refund or exchange defective products promptly, or are found to commit overcharging.

As the marketer, it is your responsibility to employ the "truth in advertising" credo. Never give your audience any false ideas about your product, and if you encounter any dissatisfied customer, always be willing to refund wholeheartedly.

To the Consumer

"Buyer beware" is perhaps the best advice that you can heed. You should always pay close attention to details provided during an infomercial. Know what is exactly being offered, and do not rush to buy just because the offer looks good.

Since some products are also featured in retail outlets, you may want to go and check them out first. Try to get reviews of the product so that you have an unbiased perspective.

And in case the product really does not meet your standards, return it as soon as possible. Refunds or exchanges that are offered must also be to your satisfaction.


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