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Infomercials and advertising effectiveness : an empirical study

Martin, Brett, Bhimy, Andrew , & Agee, Tom (2002) Infomercials and advertising effectiveness : an empirical study. Journal of Consumer Marketing, 19(6), pp. 468-480.

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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.

Impact and interest:

5 citations in Scopus
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ID Code: 28067
Item Type: Journal Article
Additional URLs:
Keywords: infomercials, survey, exercise products, advertising effectiveness
DOI: 10.1108/07363760210444850
ISSN: 0736-3761
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Theory (150506)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Deposited On: 21 Oct 2009 09:56
Last Modified: 10 Aug 2011 23:15

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