Martin, Brett A.S.; Bhimy, Andrew C.; Agee, Tom - In: Journal of Consumer Marketing 19 (2002) 6, pp. 468-480
explores the influence of infomercial advertisement design elements, such as the use of customer testimonials or expert …Despite their increasing use by advertisers, little research has examined the effectiveness of infomercials. This study … comments, and consumer characteristics, such as level of prior interest in the advertised product, upon perceptions of …