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Infomercials and advertising effectiveness: an empirical study

Brett A.S. Martin (Senior Lecturer, Department of Marketing, University of Auckland Business School, Auckland, New Zealand)
Andrew C. Bhimy (Lecturer, Department of Marketing, University of Auckland Business School, Auckland, New Zealand)
Tom Agee (Senior Lecturer, Department of Marketing, University of Auckland Business School, Auckland, New Zealand)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 November 2002

Abstract

Despite their increasing use by advertisers, little research has examined the effectiveness of infomercials. This study explores the influence of infomercial advertisement design elements, such as the use of customer testimonials or expert comments, and consumer characteristics, such as level of prior interest in the advertised product, upon perceptions of advertising effectiveness. With the assistance of the New Zealand division of an international infomercial marketer, we conducted a survey of consumers who had bought products in response to viewing an infomercial. Based on 878 respondents, our findings indicate that infomercial advertising is more effective when employing expert comments, testimonials, product demonstrations, the use of target market models, celebrity endorsers, product comparisons, and bonus offers. Age also impacted how consumers view infomercials, as did the type of product purchased.

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Citation

Martin, B.A.S., Bhimy, A.C. and Agee, T. (2002), "Infomercials and advertising effectiveness: an empirical study", Journal of Consumer Marketing, Vol. 19 No. 6, pp. 468-480. https://doi.org/10.1108/07363760210444850

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MCB UP Ltd

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