Infomercials and advertising effectiveness : an empirical study
Data(s) |
2002
|
---|---|
Resumo |
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. |
Identificador | |
Publicador |
Emerald |
Relação |
DOI:10.1108/07363760210444850 Martin, Brett, Bhimy, Andrew, & Agee, Tom (2002) Infomercials and advertising effectiveness : an empirical study. Journal of Consumer Marketing, 19(6), pp. 468-480. |
Fonte |
QUT Business School; School of Advertising, Marketing & Public Relations |
Palavras-Chave | #150502 Marketing Communications #150599 Marketing not elsewhere classified #150506 Marketing Theory #infomercials #survey #exercise products #advertising effectiveness |
Tipo |
Journal Article |