Marketing Channels: Infomercials and the Future of Televised Marketing

Overview

This comprehensive book is designed to provide today's television marketers with step-by step guidance and practical, detailed advice, illustrated with dozens of charts and graphs. The author also lists hundreds of top advertisers most likely to benefit from marketing channels. Your company or client could be one of them.
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Overview

This comprehensive book is designed to provide today's television marketers with step-by step guidance and practical, detailed advice, illustrated with dozens of charts and graphs. The author also lists hundreds of top advertisers most likely to benefit from marketing channels. Your company or client could be one of them.
Read More Show Less

Editorial Reviews

Library Journal
In 1984 the Federal Communications Commission deregulated the length of time for television commercials, which had previously been held to a maximum of 12 minutes per hour. Infomercials, commercials that run from two to 30 minutes in length, usually with the objective of stimulating telephone sales, soon appeared. Evans, a marketer for the Home Shopping Network, offers predictions for the future of infomercials, foreseeing a 500-channel system in which specific channels will be devoted to certain products. Evans outlines 16 industries that he believes make good candidates for marketing channels. Though he spends over half the book tracing the history and development of commercial advertising, his predictions for the future of marketing channels from an insider's perspective are intriguing. Recommended for general business collections.-- Gary W. White, Pennsylvania State Univ., Harrisburg
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Product Details

  • ISBN-13: 9780130751515
  • Publisher: Prentice Hall Professional Technical Reference
  • Publication date: 9/19/1993
  • Pages: 308
  • Product dimensions: 6.27 (w) x 9.28 (h) x 1.20 (d)

Table of Contents

Preface
Foreword
Ch. 1 Broadcasting as It Was 1
Ch. 2 Television Advertising: From Clout to Clutter 29
Ch. 3 Cable, Competition, and Chaos 47
Ch. 4 The Paradigm Shift, or What to Do While Waiting for the Big Bang 65
Ch. 5 The Roots of Marketing Programming 77
Ch. 6 Wrong-Way Retail: The Lost Art of Customer Service in the Information Age 97
Ch. 7 The Case for Program-Length Commercials 115
Ch. 8 The Paradigm Shift Begins 135
Ch. 9 Anomalies: Signs of the Shift 149
Ch. 10 The Sweet Sixteen: Beyond The Car Buyer's Channel 171
Ch. 11 The Players 209
Ch. 12 Television's Interactive Future
Appendix 239
Bibliography 289
Magazines, Periodicals, and Newsletters 291
Glossary 295
Index 297
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