Info Ad Pioneer Back At It

Info Ad Pioneer Back At It

There are 1 comment on the Hartford Courant story from Mar 12, 2007, titled Info Ad Pioneer Back At It. In it, Hartford Courant reports that:

A pioneer of the infomercial is back at it this month, his signature hot tub once again playing a starring role.

Join the discussion below, or Read more at Hartford Courant.

Stanley Jacobs

United States

#1 Mar 13, 2007
There are several inaccuracies worth pointing out in the Hot Tub article for the sake of clarification. First, a spot is a commercial 2-minutes in length or less. An infomercial is considered to be an advertisement exceeding 2-minutes. In the US, where spot and infomercial time is sold at predetermined lengths, the infomercial comes in at 30-minutes (actually 28 and a half minutes).

Regarding infomercials, the article stated "The approach was risky 10 years ago..." Infomercials have always been and will continue to be no riskier than any other vehicle used to advertise a product. Ten years ago (1997), infomerials were well on their way, having been reborn in 1984. During that 13-year period (1984-1997), every format, ranging from soft-sell documentaries for over $1,000 products to hard sell pitches were produced and aired. The success of various campaigns, which included high-end products like Soloflex and NordicTrack exercise machines and kitchen appliances also contradicts the article's assertion that, "Infomercials could scare up solid leads - but they weren't considered appropriate for higher-end products. Who would call and buy something that cost hundreds, or even thousands, of dollars?" The answer is, when the campaign was effective, millions of people called and bought.

Finally, people always confuse the reality of the Ginzu knife commercial. The original, highly successful campaign was a direct response spot, not an infomercial. A long form commerical was produced in the early 1990s (utilizing a "storymercial" format) but was a complete failure.

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