From talkshow host to infomercial host February 25, 2009
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The Montel Williams Show was canceled last year. It was only months later that you saw him back on television. He was hosting a Direct Response Television commercial. The infomercial begins with a series of stories being told about tearful problems and some including death. The guests then explain how these travesties caused depression, sadness and long periods of grief. The answer? Books by Montel explaining how to self-help and treat difficulties. He suggests buying blenders and rotisserie chicken grills in order to get your life back on track through money management.
Montel Williams is then paid a percentage for the number of items sold during his infomercial. This is a different format to infomercial marketing. It is taking a product (Williams recognizable television show) and moving into a different arena all while trying to make it look as if it was the same. It is simply a way to intergrate advertising into a typical television show.
Infomercials showing up everywhere! February 9, 2009
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The infomercial that aired during the 2009 Superbowl was an unusual site for some. It was the first of its kind to appear during the some of the highest and most costly time slots of the year. Traditionally, the Superbowl airs the big name brands and high budgeted products during these times. Most beer companies get in on the action because it is their target audience. But this year, there was a different commercial by nature and by product…it was an infomercial.
Cash4Gold aired a commercial this year. It was for their service where they exchange cash for the gold they send it. This commercial showed two celebrities who have taken to turning in their gold items in exchange of boosting their cash flow. It is a new turn for infomercial marketing. Gone are the days where you could only see an infomercial during the early morning hours. It is now mainstream and because of the success this medium brings, we will probably see more in the future.
Failing economy brings some Infomercial Marketers up 20% February 8, 2009
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Again, we are going to revisit the topic of how the down economy is boosting infomercial advertising. This past January, the infomercial king, A.J. Khubani told the NY Times that his profits have increased nearly 20%. Because the pricing for commercials has dwindled in the terrible economic conditions, the availability for infomercial marketers has broadened. Prior to this, many infomercials ran at undesirable time slots. They were suitable for the price, but not the prime hours for people to view the commercial. The networks that carried infomercials were also not as desirable.
With things continuing to weaken, the companies who ate up the prime spots are dwindling. They can no longer afford to advertise, and certainly not at the typical pricing they were accustom to. This leaves the networks with dead air time. The infomercial media buyers have caught on to this and grab up the opportunity to gain. The
DRTV and Traditional advertising February 2, 2009
Posted by infomercialmarketing in Internet | DRTV | Infomercials.add a comment
There is a slight but major difference with DRTV advertising and traditional advertising. The one major difference is the information given during a short form DRTV ad. For example, Empire Direct is a flooring company that gives an at home consultation. The product is brought to your home and demonstrated by a professional. You then place an order with the employee and the floors are installed. This is a simple step process the business plan is clear. The major advertising is through their direct response television campaign. Without a major retail chain to promote the product, they rely heavily on how the product can be purchased through advertising.
