Infomercials Revisited: Perspectives of Advertising Professionals
Patricia S. Chapman andRichard F. Beltramini
INTRODUCTION
An infomercial can basically be described as a program-length paid advertisement that promotes an organization's product or image through information and persuasion (Balasubramanian, 1994). Usually a direct response element is associated with infomercials (for example, an 800 toll-free telephone number) that interested viewers can call to order the item being advertised or to seek additional information (Weinstock, 1993). There has been a relatively steady rise in infomercial popularity since the mid 1980s. Until that time, ...