Planned or Impulse Purchases? How to Create Effective Infomercials

Conventional wisdom suggests that most purchases made from infomercials - 30-minute direct-response television advertisements - are made on impulse.

Planned or Impulse Purchases? How to Create Effective lnfomercials

Tom Agee andBrett A. S. MartinUniversity of Auckland

Infomercials represent a form of advertising of considerable commercial significance. In 1996, advertisers were reported to have spent...