Infomercials are longer video formats that combine product information and promotional commercials. They can be scripted in various ways, such as talk shows, demonstrations, or high production value samplers. Infomercials can be effective for niche products, but claims should be reviewed by consumers prior to purchase.
Some products can be successfully launched to the public through the usual 30-second commercials inserted into prime-time programming. Others, however, may require a little more explanation or promotion to appeal to a niche market. Rather than producing a standard or 30-second print ad, some companies use a longer video format known as an infomercial. An infomercial is usually a combination of product information and a promotional commercial.
An infomercial can be scripted in a variety of ways, depending on the nature of the product and the buying habits of the intended demographic. Some infomercials duplicate the format of a television talk show, with a recognized television personality or a skilled actor impersonating a host. The product is usually presented as the topic of an extended interview with the inventor or other “expert”. Between interview segments, a more traditional television commercial provides viewers with more details about the product’s price and method of purchase.
Sometimes an infomercial employs the services of a professional “pitcher,” an actor who specializes in product promotion. The format of this type of infomercial usually follows the pitcher as he or she conducts demonstrations or enlists other guests to put the product through a series of comparison tests. Audience members, many of whom receive extra prizes, can offer personal testimonials about the product or agree to participate in demonstrations. Sometimes the pitcher is portrayed as a professional who would use the product regularly, while at other times the pitcher is more of an enthusiastic amateur who firmly believes in the merits of the product.
Another common infomercial format, particularly with exercise products, uses high production values and techniques to produce a sampler of the product. Attractive models can demonstrate equipment or participate in group workouts, while a fitness instructor or celebrity recognizes the benefits of the program. Since an infomercial can last 30 minutes or more, the advertiser can use a mix of personal testimony, expert opinion, animation and celebrity appeal to convince viewers to order the product.
Because television advertising rates vary from hour to hour, many commercials are aired during the evenings or on weekends when local stations have more programming slots. This usually means that the infomercial may not reach a substantial audience during a single showing; therefore, the same infomercial can be broadcast several times a week in order to reach more potential customers. Many commercials also employ eye-catching videos or memorable phrases to create a lasting impression on viewers.
While many modern infomercials have found mainstream acceptance, the infomercial format still has some challenges to face. Claims made about a product in a commercial, for example, are not always scrutinized with the same rigor as claims made during a television interview. The credentials of the “experts” interviewed during an infomercial can be difficult to verify. The fact that most, if not all, audience members are paid performers also casts some shadows on the credibility of an infomercial. An infomercial can be an effective form of advertising, especially for niche products, but product claims should be reviewed by the consumer prior to purchase.
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