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THE USE OF television as a long-form advertising vehicle, commonly known as an infomercial, is a relatively new marketing concept. Until 1988, TV stations made very little time available for the airing of infomercials. However, during the past five years, media time for 30 minute infomercials has increased 15% to 20%. Product marketers and many major companies have taken full advantage of this powerful format. This year alone, infomercials will sell $750 million to $900 million worth of goods [Chart], and the number of 30-minute infomercials has risen dramatically. The top five infomercial money-makers alone, during the past three years, have generated more than $800 million in gross revenues. Not only have substantial revenues been generated, but the development of large databases to further enhance the target-marketing concept are being compiled by TV marketers.
In a front-page article in the Jan. 3 edition of the Philadelphia Inquirer, Robert Herbst, a LaSalle University communications professor, is quoted as saying, "Today, advertisers measure the cost-effectiveness of ads by the cost of...