Marketing Channels: Infomercials and the Future of Televised Marketing - Hardcover

Evans, Craig Robert

Hardcover

ISBN 10: 0130751510 ISBN 13: 9780130751515

Publisher: Prentice Hall Direct, 1993

Synopsis

Infocomercials, (programme-length commercials), are the latest wave in US televised marketing. They use "chat show" formats to sell everything from diet and exercise programmes to cosmetics and household cleaning products. Part information and all commercial, they provide marketers with a new vehicle for reaching and persuading customers. This text, devoted to the infocomercial phenomenon, gives insider advice on how to capitalize on the new marketing opportunities presented by the dawn of a 500-channel television age, showing how to become a player and use this medium to its fullest.

About this title

From Library Journal

In 1984 the Federal Communications Commission deregulated the length of time for television commercials, which had previously been held to a maximum of 12 minutes per hour. Infomercials, commercials that run from two to 30 minutes in length, usually with the objective of stimulating telephone sales, soon appeared. Evans, a marketer for the Home Shopping Network, offers predictions for the future of infomercials, foreseeing a 500-channel system in which specific channels will be devoted to certain products. Evans outlines 16 industries that he believes make good candidates for marketing channels. Though he spends over half the book tracing the history and development of commercial advertising, his predictions for the future of marketing channels from an insider's perspective are intriguing. Recommended for general business collections.
- Gary W. White, Pennsylvania State Univ., Harrisburg
Copyright 1994 Reed Business Information, Inc.

Edition details

• Publisher: Prentice Hall Direct
• Publication date: 1993
• ISBN 10: 0130751510
• ISBN 13: 9780130751515
• Binding: Hardcover
• Language: English
• Number of pages: 336