We’ve all been there. It’s 2am. You can’t sleep and decide to turn on the TV to see what’s on—hoping for some late night breaking news or an elusive never before seen episode of Friends. However, as you surf the channels, you are suddenly captivated by a single line of spoken copy—“but wait, there’s more!”
We’ve seen them all over the place and at all times of the day. The infomercial. Whether it’s makeup, a video education DVD, or the latest workout craze, consumers—from the stay at home mom to the restless sleeper—are watching and waiting to see what more they can purchase for only three installments of $19.99 with of course the added bonus…or two or three (or more!) added bonuses depending on the offer.
While most advertisers think in terms of 30-60 second television commercials, the infomercial takes it to a new level with a usually 30 minute sales pitching show aimed at captivating an audience and inspiring them to get off the couch (or out of bed), call the 1-800 number, and make a purchase without ever sampling a product or service on their own. Infomercials, if executed properly, will leave no questions in the mind of the consumers as to the benefits of the product/service, and why they should purchase.
I am guilty of making an infomercial purchase—I am the proud owner of a Magic Bullet—a mini-blender that can literally make a variety of meals in ten seconds or less. Every time I’m channel surfing and I flip by the Magic Bullet infomercial, I am instantly captivated and watch the rest of the program. The problem with the Magic Bullet—and please note that this is my opinion only—it’s not a good product! The infomercial led me to believe that in a short amount of time, I could create a gourmet meal, a tropical beverage, and a delicious desert with little clean up effort. However, everything that I’ve tried (1) seems to not taste very good, (2) does not look as appetizing as the infomercial, (3) is not as easy to clean up, and (4) takes a lot longer than described in the recipe. But yet, whenever I see the Magic Bullet infomercial, my love for the product is reignited, and I am compelled to try another recipe.
My personal experiences with the Magic Bullet show the power of the infomercial. Regardless of if the product works or not, the infomercial left no question in my mind that I could make all sorts of delightful meals without ever trying the product, and even re-watching the infomercial continues to build relationship with and my want to use the product.
Rest in peace, Billy Mays--THE Pitchman.
References:
http://www.cpodirect.com/world_info.html
http://www.cnn.com/2009/SHOWBIZ/TV/06/29/mays.profile/index.html
http://www.buythebullet.com/
http://www.youtube.com/watch?v=RtpKjgwi4Sc
About Me
- eckramer
- Growing up in Atlanta, GA, I moved to New Orleans, LA to achieve my BBA in Marketing and Management from Loyola University New Orleans. After being displaced by Hurricane Katrina, I spent a semester at Georgia State University, but was able to return to New Orleans to achieve my degree. Following graduation, I returned to Atlanta to pursue a coveted career in advertising. Currently, I am working as an assistant traffic manager at a prestigious advertising agency. I am a self-motivated, organized, detail-oriented, advertising professional with a strong sense of project ownership and proactive approach to issue resolution. Although my background has been primarily focused on online media, I have the ambition to learn and master new technologies, processes, departments, and other innovative facets of the advertising industry including broadcast and print production, public relations, communications, and strategy. I interact with a variety of people, personalities, and overcome unique challenges on a daily basis in a highly-dynamic environment under strict deadlines. I am always looking to increase success for myself, my agency, and our clients.