haku: @indexterm PROFESSIONAL MARKETING / yhteensä: 20
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| Tekijä: | Chapman, P. S. Beltramini, R. F. |
| Otsikko: | Infomercials revisited: perspectives of advertising professionals |
| Lehti: | Journal of Advertising Research
2000 : SEP-OCT, VOL. 40:5, p. 24-31 |
| Asiasana: | ADVERTISING PROFESSIONAL MARKETING SERVICE |
| Kieli: | eng |
| Tiivistelmä: | Today everyone has heard of infomercials as opposed to nearly two decades ago when only 60 percent of advertising professionals were familiar with them. Underscoring the importance of building a tradition of replication research in advertising, the perspectives of advertising professionals on infomercials is addressed and compared to Beltramini's (1983) benchmark study. Significant changes in the perceived optimal amount of nonprogramming time per hour of prime-time television and in the perceived optimum length of a prime-time television commercial are discussed. Advertising professionals are found to be quite familiar with concept of infomercials and open to lengthier commercials than they were in the original study. |
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