Infomercials Revisited: Perspectives of Advertising Professionals
回顾电视购物广告历史和美国案例后，通过邮寄调查评估当前广告专业人士对电视购物广告的态度，并与1983年的基准研究比较，聚焦长度、信息、成本、目标、参与度和疲劳度。
<h3>ABSTRACT</h3> After reviewing the history of ‘infomercials’ and published case studies in the USA, the author reports on a postal survey to assess attitudes of current advertising professionals to infomercials and compare the results with Beltramini9s benchmark study (1983). The investigation focussed on aspects of infomercial length, information, cost, objective, involvement and wearout.