Advertorials, emails, Internet, seascape, motel, smog...do these words ring a bell? No need to think much or look them up on Wikipedia.com for their meanings. These words are samples of “portmanteau” --- a word or morpheme that fuses two or more words to give a combined or loaded meaning. Interestingly, portmanteau itself is a blend of words originating from the French “portemanteau,” a compound formed from “porter” (to carry) and “manteau” (cloak).
One portmanteau that is very popular nowadays is the word “infomercial.” It is a portmanteau of the words “information” and “commercial”. Infomercials are relatively long television or radio commercials that promote and provide information about a product or service. Infomercials were first used in 1984 after the U.S. Federal Communications Commission (FCC) lifted time restrictions on advertising on radio and television. Before the lifting of the restrictions, t.v. and radio stations had to follow strict rules that prescribed the time allowed to broadcast commercials on a hourly basis.
Business partners and marketing experts Edward Valenti and Barry Beecher started the infomercial craze. They originally developed the format to sell a line of kitchen knives. The intent of this new format was to elevate a particular product to the role of the lead character, showing the product benefits and a variety of uses through attention-grabbing demonstrations, hopefully leading to direct sales of the product. Furthering the idea behind these infomercials began when cable TV had plenty of low-cost time available. As such, it became the starting point for another innovative medium for direct marketing on television.
Infomercials, also known as paid programming, were normally shown outside of peak hours such as early daytime or very late at night. Today, infomercials are seen at more appreciable times than late nights or early morning. They are also shown on regular broadcast channels. Fitness equipment, health and beauty products, motivational or self-help products, and jewelries are only some of the products promoted through infomercials. With the birth of infomercials, consumers could call a toll-free number and purchase the product or service using a credit card without leaving their homes.
Promoters of these infomercials know what products sell best at certain times of the day. By targeting specific audiences interested in a product or service, these infomercials became differentiated from regular television shows and other “broadcast clutter.” The infomercials were designed to be informative and entertaining, at the same time. As a result, customer response and sales dramatically increased.
There are companies that offer and deliver round-the-clock call center services and direct response support for products and services advertised through infomercials. Consumers who heed the call of these infomercials may likely speak with call center agents designated to receive calls for the promoters' products or services shown on television. Aside from the details that the consumers have seen at these program-length commercials, agents still give added information or offer “add-ons” to up-sell or cross-sell another product or service.
Indeed, the infomercial industry is booming and is currently raking in $91 billion dollars a year in sales. In 2004, more than 2,000 infomercials ran on cable and network television. For this reason, it is no surprise that a lot of call center industries are riding high and doing good business as front liners of companies who sell products and services through infomercials. These call center companies help improve sales and after-sales services for consumers who appreciate toll-free customer service and order taking.
Infomercial is no longer just a word or a portmanteau. It is a term that best describes the revolution in mass media marketing and product innovation. But wait...here's more! These infomercials not only promise safe, effective, and reliable products and services. Infomercials also help the consumers to make decisions based on product demonstrations and testimonials delivered right in the comforts of their own home.
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