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Infomercial programming has been popular for quite some time and they actually began taking hold in the 1980s. By the 1990s infomercials were wildly popular and the format had changed somewhat. In fact, no longer were products sold through infomercial only available through direct response marketing. Instead, many of these products were actually available in retail stores, too, and the infomercial served as a method of educating the public on the product. The way infomercials are different from other commercials is that during the commercial there is a phone number, email address, URL, or some other point of contact that makes infomercials direct response marketing. Although infomercials began with small, unknown products today even large companies and brands are using infomercials. A few examples include DuPont, P&G, Sears, Rubbermaid, Cadillac, and others.
Overall, infomercial programming works well for most companies that try to sell a product or service. For example, some of the industries that have found direct response television to work best for them include cell phone companies, insurance companies, mortgage companies, credit card companies, satellite companies, and others.
Many of these companies use infomercial advertisements to actually generate leads. Once lead generation has occurred then phone operators, email, direct mail, or a retail store close the sale. These are not the only uses of direct response television, however. The goal overall is create demand for the product being marketed. Demand has been driven through infomercials by popular companies Home Depot, Sears, and others.
The reason paid programming infomercials are still around and being used by big companies is because of one thing, they work. If infomercials were not a successful form of advertising they would not have stood the test of time and continue to be used by many different marketers today. Direct response television involves direct action on the part of the company and consumer. The company places the infomercial on the air and gives a phone number or other method of contact to the consumer. Most of the time this will be a phone number although over the years web addresses are more common, too.
Infomercial advertisements are an excellent form of advertising and generating leads. They educate the public on a particular product or service and then provide means to purchase the particular item in real time. It is successful and because of that reason alone infomercials will continue to be used by marketers into the future.
