Research On The Effectiveness of Infomercials
Research has been conducted on consumer perceptions of infomercials. Agee and Martin (2001) found that infomercial purchases involved some degree of planning rather than being purely impulse purchases. Aspects of advertising content also influenced whether the purchase decision was impulse or planned. Martin, Bhimy and Agee (2002) studied the use of advertising content such as the use of testimonials and consumer characteristics. Based on a survey of 878 people who had bought products after viewing infomercials, they found that infomercials were more effective if they used expert comments, testimonials, product demonstrations, and other approaches. Consumer age and product type also influenced perceived effectiveness.
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