Infomercials and DRTV (Emerging Industry Overview)

This paper provides an overview of the infomercials and direct response TV industry, primarily in the United States.

Emerging Industry Overview: Infomercials

Industry Snapshot

Entrepreneur.com defines the infomercial, or direct response TV (DRTV), as a commercial with a toll-free telephone number that allows the consumer to buy the product being advertised. The infomercial industry has generally grown away from its often tacky late-night spots hawking novelty items and get-rich-quick schemes, though its former tendencies still periodically manifest themselves. Production values have grown slick and sophisticated; products have become mainstream and functional. By the first decade of the twenty-first century, the medium's reputation was considered stable enough for well-established giants in major industries. Indeed, by this time, Fortune...

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