People are spending money, one billion dollars to be exact, in a market full of products that seemingly improve simple tasks, such as chopping vegetables, but why do people feel compelled to buy products featured on infomercials (“Should you ‘BUY THIS NOW!’?”)First, what exactly is an infomercial or infomercial media? According to the Official Infomercial Media website, “an infomercial is an advertising medium that can: deliver cost-effective advertising to the largest possible audience, increase sales to customers, build brand names, [and] introduce new products.” Majority of people with a television have seen an infomercial. Usually this type of commercial consists of product not found in stores and a designated spokesperson explaining why the product works. In order for a hypothetical infomercial product to be successful, the inventor has to figure out how to market the product effectively. The steps to successful marketing involve: “feasibility, commercial format, producer and vendor selection, when and how to test, what price to test, determining whether to use a hard or soft offer, and upsell opportunities” (Infomercial Media). Also, according to Consumer Reports, infomercials are constructed in a way that dopamine levels in the brain rise while watching them. This explains why majority of the infomercials have customers call within the next three minutes. In addition to this, infomercial campaigns often leave out certain facts, or misrepresent the products. In order to investigate how accurate infomercials are about certain products, we examined five categories of products: apparel and accessories, exercise, fitness, cleaing, and food preparation/ kitchen accessories.
Apparel Products:
One infomercial product took America by storm in 2009 and that was the Snuggie. This fleece backward robe of sorts supposedly “keeps you totally warm” (Consumer Reports). Yet, the Snuggie even has a hard time accomplishing this simple task! This fleece contraption seems appealing at first when advertised with its bright colors and large sleeves to keep your arms warm. Yet, according to the Consumer Reports, the sleeves were too long for most and ending up getting drug through food, and I wouldn’t cook over an open flame while wearing this cult-like, backwards blanket as the people in this commercial.
Also, the infomercial claims that the Snuggie is machine washable. This maybe semi-true in some aspects, but after washing Snuggies ten times during a study Consumer Reports found that the Snuggies were literally falling apart. The “thick, luxurious fleece” of the Snuggie just can’t compete with the washing machines and dryer of today’s world. Yet, four million people seemed to deem this product worthy of purchasing according to a CNN report.
What prompted these people to buy this different twenty dollar piece of fleece? The set-up of the infomercial plays a part when visually analyzing it (based off of the commercial posted above). It starts with only black and white colors, continues to place an emphasis on how horrible a “regular” blanket is, and the then introduces the miraculous solution of a blanket with sleeves. When thinking about it, this a really simple solution to a problem many people who read in bed or play on the computer have-your hands or arms gets cold. Well add sleeves and your problem is fixed! Although many soon realized the Snuggie is not as wonderful as is portrayed on television, and will fall apart after many washings. Yet, why did this product sell better than the infamous Buxton bag?
The buxton bag is one infomercial product that actually does what the infomercial claims it does. Many videos have been posted in order to show that really does hold everything a carry-all purse does.
Yet, why isn’t this product as popular like the Snuggie? When analyzing the video posted below, the audience is once again presented with dull colors, but once the product is mentioned the ad comes to life. However, the Snuggie commercial was very bright with blues and reds and this product is toned down with neutral colors. Also, the Buxton Bag is packed so quickly people are probably more skeptical of the product and less likely to buy it. The Snuggie also identified uses for it both outside at games and inside for reading, while the Buxton bag seems more for people on-the-go. This would eliminate those watching who would rather stay in verses venturing outside to baseball games and such all the time.
Exercise Products: Infomercials are all structured in order to target different audiences. These commercials try to relate to men and women of all ages, and the two products in particular that stood out within this category happened to be both endorsed by celebrities. Both Billy Blanks Tae-Bo and Suzanne Somers Thigh Master products have impacted the informercial heavily, especially when examining products with a celebrity spokesperson. The fact of the matter is that everyone wants to get into shape and they don’t always have the time necessary to go join a gym and they would rather spend the time in the comfort of their home with a product that can garner the same results as going to the gym. Along the way, they might run into an infomercial or two while watching television, a celebrity that they might recognize, and slowly begin reaching for the telephone to dial that one eight hundred number, while unknowingly pulling out their wallet with a credit card with just enough money left on it to make those three or four easy payments.
Celebrities, whether they realize it or not, as they’re being handed a big fat check to say some short line with a fake smile to match, make a big difference in the outcome of whether or not a prospective customer decides to buy a product. Products such as Chuck Norris’s Total Body Gym, or Billy Blanks Tae-Bo, for example, go a long way in swaying a customer’s opinion on a product that is being advertised on an infomercial.Many people see an exercise product that a celebrity said that they used too give them great abs or a sculpted physique, they are very interested and ask right away, where can they can sign up to look like that, and boom, that’s all it takes to get anyone hook, line, and sinker. Even with most infomercials targeting different categories and age groups, they are all looking to get customers to spend some of their hard earned cash (even in this recession) by grabbing their attention, and providing them with that “wow” factor that is needed in the short amount of time that they get to advertise their product, and make a quick buck.
When it comes to infomercials, the first one that truly started to produce instant results was the Thigh Master, which was introduced in 1988, but did not truly take off until celebrity Suzanne Somers entered the picture in 1991. It seems hard to think of the Thigh Master and not mention Suzanne Somers. What debuted as a product that was a simple idea of two pieces of foam-covered stainless steel attached by hinges to a center ball has grossed over $200 millions in sales since its inception. This product is about as simple a piece of exercise equipment as they come, which is not a bad thing, and it’s also cost effective selling at around $16.
With a leotard wearing Suzanne Somers, who was a 1970s sex symbol, using the Thigh Master in various ways did catch the attention of people, and the commercial success of the product launched the infomercial as a new television genre. It became a top seller in part because of Suzanne Somers's pitch on TV, and today over 10 million have been sold and counting. The target market was for women since viewing the infomercial caused many women to want to have a body like Somers, but especially, the legs of Mrs. Somers (as seen in the video below). What better way to get women to want to get in shape and have those same legs then visually capturing them with the beautiful woman who many adoring fans already recognized in Hollywood, and across America. http://www.youtube.com/watch?v=ksc7raNF4zc Experts agree that as far as reviews go on the product, that this is one of the lower priced "as seen on TV" fitness products out there. But it's more of an accessory than a total solution. If you already have some other fitness equipment like dumbbells or a home gym, the Thigh Master would be a great addition to work those difficult-to-target muscle groups. Exercise experts claim that the Thigh Master can work, if used consistently for 20 minutes a day it will tone and strengthen your muscles in your thighs and other areas of your body. Yet, did Suzanne Somers contribute to the proficiency of the product? No. This is actually a product that really works, and happened to be marketed very well by the right celebrity.
Celebrity endorsements also helped other exercise infomercial products too take off as well, such as Tae Bo. With the first release of its workout video in 1998, Tae Bo revolutionized the fitness world. It’s a blend of tae kwon do, boxing and aerobics, and was developed by the world renowned martial arts champion in Sherman Oaks, California named Billy Blanks. This is an exercise program that teaches a person how to communicate with their body. It teaches how the mind should operate with the spirit, which God has given us. Tae Bo is a program that combines the best of a variety of different exercise disciplines to provide an overall workout. Martial arts and boxing develop strength, speed, balance, coordination and awareness. The dance moves give the workout energy and rhythm that improves coordination and body awareness and provides a workout for the heart. And thus, Tae Bo was born.
One of the great things about the infomercials is that as soon as Billy Blanks comes on, with his shy smile and his devastating physique, and tells you he has always wanted to help people, you believe him. He tells you other fitness gurus have lied to you, but that Tae-Bo will work because it is ''the Truth.'' And you believe him. (I believed him. I bought the tapes, Tae-Bo Amped; it was at a nice bargain.) Why shouldn’t you? "If you've got the will," Billy Blanks says, "Tae-Bo is the way." No messy pills to buy, no unattractive machines, no Psychic Friends. What an infomercial! Who doesn’t want to get motivated to lose weight, change yourself from the inside out, be healthy, and look great? Consumers are drawn in right away to the positivity and spirituality of Billy Blanks and the fact that he knows what he is talking about, is a plus as demonstrated by this video. http://www.youtube.com/watch?v=FwqacpnrWAg
One of the criticisms of Tae-Bo is that Sports medicine experts, who tend to categorize Tae-Bo as a martial art, believe that those who strain themselves lack that martial arts perspective. There are safety cues in the videos, but people--present company included--get impatient."The bad press comes from people that are moving too fast," says Lewis G. Maharam, M.D., a spokesman for the American College of Sports Medicine. "I see a certain percentage who have just begun and are developing aches and pains." Billy Blanks states that it’s important to "Don't forget that your first responsibility is not to work out but to work out smartly and safely." "In the rush to master the next workout, execute a higher kick, or deliver three more sets of punches, don't forget that learning to do Tae-Bo correctly takes knowledge, practice, patience and time." This could prove to be frustrating and even deceptive for most people who would like to gain a complete and appropriate work out.
Infomercials that showcase celebrities are misleading in every way possible, but that does not mean that all of them are bad. Sure, the goal is to make money, and supply a product that can possibly be in demand, which every product that is marketed on television sets out to do, but the ones that stand out such as Tae-Bo and Thigh Master, are at the top of the infomercial food chain. The Thigh Master is solely marketed at the female consumer that is looking to get her legs and buns in shape and Tae-Bo is a workout that aims itself at anyone that wants to get into shape and transform themselves in every way possible. These two exercise products are straight-forward and the hundreds of millions of dollars that they have made respectively over the years is proof of that. Having celebrities that actually use it in their everyday lives and who are credible makes a difference in the advertising world of infomercials.
Fitness Products:
This category of products is not meant to be confused with those that fall into the "exercise" category. Fitness products are designed and geared towards those people who already consider themselves to be in shape and would just like to maintain their wonderful figure. One product that targets this specific group of "fit" people is the P90X intense home-fitness product. P90X is apart of the Beachbody corporation which happens to be the creator of the nation's most popular in-home fitness and weight loss solutions. So does this program really work?
Tony Horton, the Master of Motivation behind P90X, claims this is a program that was recently produced to provide the results you want in 90 days. The main concept of the workout is muscle confusion. Yet, how does it work? Well by providing an extensive variety of different moves that take time to master, P90X is continually challenging the body's muscles into new growth. The more you confuse the muscle, the harder your body has to work to keep up; the more variety you put into your workout, the better and faster your results will be (Congdon).
This product is ranked the #1 fitness info-mercial in America. P90X has been purchased byeveryone from: professional athletes, sports teams, movie stars, and recording artists to the everyday "Joe and Jane." This product is designed for both men and women who are already considered in shape. Celebrity endorsements have indeed influenced the sale of P90X. For example, many people associate their names with this product, such as: NBA Star Jerry Stackhouse of the Milwaukee Bucks, Demi Moore, Sheryl Crow, Poppy Montgomery, Philadelphia Eagleskicker David Akers, and many more (Congdon).
Upon further research though, this product may not work for the “everyday Joe and Jane” because it requires a very strict diet, fairly good coordination skills, and an intense workout starting with the very first workout DVD. If a person who could be be possibly placed into the obese category was watching this product’s info-merical they would not be motivated to purchase it. According the success stories on the website, the main audience this product has attracted is the young to middle-aged personnel with 14% body fat or less. This is a excellent product to order if someone feel the need to take their athletic ability and motivation to the next level.
P90X uses specific advertising techniqueswhich are easily recongnized. This product is produced by a well-known cooperation that is popular for making in-home fitness and weight loss solutions.This source allows consumers to trust the product;also, people are slightly relieved because of the specific reasoning behind why this product is so effective--muscle confusion. This is a scientific proven philosophy that is most likely not going to be questioned by potential consumers.The product provides you a full blown breakdown of each video and how it works. Additionally, if consumers wanted online support the P90X website appears very professional and easy to navigate. The advertisement provides step-by-step instruction including a nutrition plan, a fitness guide, as well as the 12 DVD workouts. This product would also appeal to comsumers due to the fact it doesn’t require any heavy machinery or large workout space. Overall, this product along with the info-mercial would be very appealing to those already in shape.
Another product which falls under the category of fitness products is the shake weight. This product has been described as many things but suggestive would be putting it in appropriate terms. The shake weight targets the upper body muscles. Based on new workout technology called Dynamic Inertia, which ignites the muscles in your arm, shoulders, and chest the Shake Weight dramatically increases upper body muscle activity compared to dumbbells.“This exercise requires only 6 minutes out of your day."("Offical Shake Weight Website").This product is designed for both men and women. Yet, there is basically no difference in the equipment itself except the one for women is a size smaller and the results are supposedly the same.
The advertisement for the shake weight is very bland. The website doesn’t provide much information about how to use it or any success stories for motivation. The order form even appears to be suspicious-looking. Many people are more offended then interested in this product. One interesting aspect involved Ellen Degeneres talking positively about the new exercise tool and how she loves it, but when viewing the video of the segment she talked about the shake weight it’s not the same as what the website says. Ellen is actually mocking the tool. http://www.youtube.com/watch?v=0kmrFBnrkqg
Most of the TV time this product received was slightly on the comic side due to the slightly suggestive infomercial, but this says nothing about the quality and effectiveness of the product itself (Davenport).When comparing the shake weight to the P90X product the shake weight definitely catches the attention of all audiences due to its “different” way of use. It is obviously that people do not take this exercise/fitness equipment serious unlike the P90X workout where it shows results. The shake weight advertisements do not show any evidence of how the shake weight has an effect on the upper body. Also, few succes stories could be found or proof of the shake weight toning arms or chest. The inventor of the shake weight tool is not apparent on the website or commercial. Also, the shake weight product brings up a good question: how does this product, the same style for men and women, help women get that long muscle growth instead of the bulky one which men prefer? (Davenport). This is a good question when considering the validity of products found on info-mercials in general and not only the fitness category. Cleaning Products:
"You'll Say Wow Every Time!" Yet, which cleaning products found on info-mercials will really wow you? The first cleaning product in question is the ShamWOW. The ShamWow supposedly easily removes cola, wine, and pet stains. It is marketed to not drop or make a mess at all. It will wash, dry, and polish any surface, but it will not scratch it at all. It is machine washable and can also be bleached. It will last up to ten years without deteriorating. http://www.youtube.com/watch#v=QwRISkyV_B8&feature=related
Popular Mechanics actually did a test on the product to see if it really worked. A roommate spilled a can of Coke on a rug, so the Shamwow testing began sooner than they had anticipated. In the ad, pitchman Vince cleans up the exact spill that they had. They let the Shamwow soak with its own absorbent strength, then started punching and pounding the rag into the rug, wringing and repeating. A couple of rounds of pummeling pulled up the coke spill and the color of the coke. It actually socked up everything. They had it laying around for other spills as well and found that Shamwow cleaned up about 90% of the spill on average, so they had to keep paper towels around for the last bit. Also, it is best used with thinner liquids and they suggest cleaning up wine instead of tomato sauce. Another appealing selling point also had to do with the face tt is also machine-washable (Does the ShamWow Really Work?).
Yet, Consumer Report was not wowed, since ShamWow soaked up only 10 times its weight in water or soda. Dunked in milk, it could usually absorb 12 times its weight but not 20. ShamWOW had initially claimed to hold 20 times its own weight, but now they claim 12 times. Sponges often held a bit more water and soda. If they used a damp ShamWow, they needed another cloth to wipe remaining droplets. They did find two great uses for the ShamWow. A small ShamWow held more motor oil than a sponge; a bigger ShamWow is good for drying a wet dog, for which you might not want to use a good towel (Shamwow: Wow or Sham?). These are both selling points because they actually are more
efficient verses a regular sponge or cloth.
The infomercial does give some misleading information according to the two reviews. It says that you will never need to buy paper towels again; however, the reviews suggests to always keep them on hand to get up the remaining fluids. The techniques in the info-mercial involve ShamWow using a really upbeat pitchman, Vince Schlomi, to captivate the audience. It gets people excited about the product because he is so excited. Also, the testimonials at the end help to provide "quality" feedback for the audience. It shows the spills that the ShamWow is able to clean up, but avoids some of the issues of that the reviews brought up. This makes it a little misleading as well.
The ShamWOW product could be compared to that of the Billy Mays product called Zorbeez. This product is suppose to hold 20 ounces of liquid. It is marketed as being great for all situations. It is a super-absorbent that will soak up and hold 27 times more liquid than cotton. It cleans up messes and potential stains quickly. http://www.youtube.com/watch?v=l25oCWDHnQI
Steve Noviello did two separate tests on Zorbeez to see if it really worked, which in fact it did. They poured 20 oz of liquid on the ground and tested the Zorbeez against paper towels. It took around 20 towels to completely get the liquid up, but Zorbeez was able to easily get it up. Then, they poured more liquid onto a carpet sample and used Zorbeez once more. It was able to get the stain out, and the carpet was clean again (Noviello).
Also, Popular Mechanics actually did a test between the ShamWow and Zorbeez. Apparantly, Billy Mays and Vince Offer were having a feud over their two products, so Billy Mays wanted them to pit the products against each other. They tested them by timing how long it took to clean the spills up and how well they worked. After the test, ShamWow worked much better than Zorbeez. Where the ShamWow was able to wipe up three paper towels worth of liquid, Zorbeez just pushed the liquid around without pulling it up. Despite its smaller size, ShamWow was much more effective. ShamWow was able to bounce back faster from the spill as well. It still suggested to keep paper towels around for the excess liquids (Shamwow vs. Zorbeez).
The infomercial itself was very similar to ShamWow. They are both marketed with an upbeat manner, and they show spills being picked up. It shows many examples of Zorbeez in use and sets up how impactful it can be on your budget by showing how many paper towels you won't buy. There were no testimonials in this infomercial. Billy Mays might actually be a little better at marketing the product, but the reviews make his product seem inferior. In this case, the well-known spokesperson didn't have as strong of an impact because the product just wasn't as well made as the competitor.
Kitchen Products:
When looking with the kitchen category of info-mercials, the Slapchop is the latest device to be marketed by Vince Shlomi of "Sham-Wow" fame, an extremely enthusiastic pitchman who has become a minor celebrity in his own right due to his unique, energetic approach to sales, bouncing around a set with a headset on, demonstrating a product quickly and keeping up a steady patter of all the ways the product could benefit the customer.
In a sense, the products Vince Shlomi presents don't need a celebrity endorsement, given his own 'minor celebrity' status. He's become enough of a pop-culture phenomenon in his own right to replace a more traditional celebrity endorsement, even inspiring musicians to "remix" his commercials, as in this remix of the Slap Chop commercial by DJ Steve Porter: http://www.youtube.com/watch?v=UWRyj5cHIQA
The primary thrust of his argument seems too be two-fold: that the slap-chop will make life easier for busy people on-the-go, and that the slap-chop will make your life less boring,
Vince's constant patter uses a great deal of alliteration and repetition to make catchphrases stick in the viewer's head. "You’re going to be in a great mood all day because you’re going to be slapping your troubles away with the Slap Chop," is the phrase he uses to open the commercial. Without even knowing quite what a Slap Chop is yet, you're hooked into listening because the product promises to make life easier and "more exciting." He chops tuna, and states: "Stop having a boring tuna, stop having a boring life.You're going to have an exciting life now," he adds. "Who doesn't want a device that could make life exciting and make it easier to prepare meals?"
His patter shifts from catch phrase to catch phrase. He hits on saving money, demonstrating slapping toppings for ice cream and stating: "They're going to charge you a dollar for toppings at the ice cream store" He also emphasizes several times how the Slap Chop makes it easier to eat healthy. "I love pizza too, but once in a while get the veggies in. At least throw 'em on top of the pizza," he states while chopping veggies. At the end, heeven goes as far as to say "we're gonna make America skinny again, one slap at a time," thereby wedding the Slap Chop in viewers' minds with the goal most people have to lose or maintain weight,
The viewer is also hooked by the presentation due to its constant shift of viewpoints and quick delivery, grabbing the viewer's attention, especially the target audience of busy people who want to eat in a more healthy manner but don't have time. A constant theme in the commercial is how easy it is to make things such as breakfast on the go. He demonstrates, extremely quickly, many different ways to use the product, bringing in different foods and slap chopping them, using jump cuts in the camera to create a barrage of new images.
Two keys to sales are creating a need for the product and overcoming objections. In a one-way sales pitch such as that made in a TV infomercial, the challenge of the creators is to think up common objections and address them in the commercial, since there is no two-way exchange between salesperson and prospective customer. The commercial highlights the ease of cleaning the Slap Chop, how many different ways it can be useful around the kitchen. In addition, like most infomercials, the commercial designers try to seal the deal by throwing in incentives, such as a 'graty' that grates cheese, for free along with your purchase. They also create a sense of urgency by stating "if you call now, we'll throw in a second Slap Chop and you only pay shipping and handling."
The key question with the Slap Chop, when one strips away the high-energy sales pitch designed to entice the viewer to call and order one right away, is whether it works. All of the sales techniques in the world can't compare to independent reviews of the product. Consumer Reports, one of the most well-respected independent reviewers of consumer products, conducted a test of the Slap Chop in their February 2010 magazine. Their review was not favorable. The commercial expressly claims that the Slap Chop removes onion skin in a snap, but in tests, onion peels were only partially separated even after ten slaps. The infomercial also highlighted the ease of cleaning the Slap Chop, but in tests, bits of harder food tended to get stuck and have to be forked out of the device. It was also noted that the device made one's hand sore, and that the splash guard that keeps food from spraying all over the place became misaligned in two of their three slap choppers.
The infomercial features glowing testimonials from people who supposedly have bought the product, but the customer reviews section on Amazon is full of negative opinions about the Slap Chop as well. Customers tended to echo Consumer Reports, stating that it was flimsy, difficult to clean and ineffective at chopping through many of the items shown in the commercial.
The commercial is highly effective at grabbing the viewer's attention, but like many infomercial devices, the claims of its creators don't match up with the real-world usability or durability of the project. Vince Shlomi can sell people anything with his polished sales techniques, but when your Slap Chop breaks down, he won't be there to fix it.
When one logs into the Nuwave Oven website, they are bombarded with incentives( much like with the Slap Chop infomercial), free extras, and even a splash overlay ad proclaiming that "For a Limited Time Only!" Nuwave Ovens are being discounted $20 and also including a free pizza kit as a celebration for the one-millionth oven sold (another less-than-subtle gimmick; in addition to the incentive, it underscores the popularity of the product). The website focuses on all the "FREE!" items included with the Nuwave Oven, as well as various awards given to it by organizations such as the "National Health and Wellness Club" and the "Culinary Club of America."
The Nuwave Oven is a device that cooks meals through a combination of conduction, convection, and infrared heat to cook faster. Benefits touted in the infomercial and website include ease of cleaning, as much of the oven comes apart to fit in a dishwasher, eco-friendly construction and reduced power usage, quicker and more flavorful cooking, and the health benefits of cooking quick with the Nuwave Oven instead of getting fast food. Instead of the high-energy patter of Vince Shlomi, the Nuwave Oven focuses more on explaining the benefits at length, providing lots of free incentives such as a carrying case, extra accessories, cookbooks and free shipping, allowing buyers to make easy payments, and a money-back satisfaction guarantee. Like the Slap Chop, however, the infomercial (which is quite a bit longer than the Slap Chop infomercial) includes many customer testimonials.
While the Slap Chop infomercial is frenetically paced and geared for the impulse shopper, the Nuwave Oven, which costs six times as much, has an infomercial that proceeds at a more measured pace, taking the time to highlight each of the benefits of the product. This is probably due to the difference in price points; many people would spend $20 on a slap chop without thinking, but the $120 price of the Nuwave Oven will make people stop and think. The website still creates a sense of urgency, however, with its 'order now and receive extra accessories' language, and highlights the "three easy payments of $39.99" instead of the total price of $119.97.
Reviews of the Nuwave Oven do seem far more positive than that of the Slap Chop; whereas the Slap Chop seems to rely on impulse buying sales techniques, the Nuwave Oven actually seems to do most of what it promises. Consumer Reports, a non-profit, independent consumer watchdog and product testing/review organization, states that it does some things very well, such as cooking a chicken, but gives it lower marks on steak and vegetables. Consumer reviews on Amazon and other sites are mixed, pointing out the flimsiness of the plastic top and that it doesn't necessarily cook as fast as it says it will. However, most customers give it positive reviews overall.
Both products are targeted toward the on-the-go family trying to eat in a more healthy fashion, but they take different roads to the same goal. The Slap Chop's marketers uses high-energy sales patter and the "star power" of Vince Shlomi for the impulse buyer, the marketers of the Nuwave Oven prefer to take their time and outline the benefits of the product in an effort to earn the purchase. They both share similar elements to their sales pitches, such as customer testimonials, free or discounted extras, and an emphasis on the myriad of ways one can use these products to simplify their lives and make eating healthier easier. The similarities seem common to many products sold by infomercial, but the distinct paths to the sale laid out by the marketers of each product, and the difference in reviews as to the quality, are telling in any evaluation of the effectiveness of the sales pitch and the aims of the marketers.
After taking a close look and examining infomercials from different categories and ranges, several points can be made. Many advertisers are trying to convince consumers to buy their product because it's the BEST thing out, a must have, and they simply can't live without it. As a result, people do buy these products because advertisers have effectively appealed to their target market, with the first rule of marketing, by making a demand for their product and supplying it in bulks. Whether their strategies involve bringing in a celebrity spokesperson or claiming that their product is life changing, the essential question still remains, why do people buy these products that more than likely don't work? Well, the fact of the matter is that advertisers know just how to distinguish their product and all the positives of owning it. Advertisers understand and are aware of the vast target market of potential consumers that have the green in their pockets and need someone and something to persuade them to spend it. And when the product is appealing to all the senses, it's going to end up on television as an infomercial, for better or for worse.
Barker, Jill. "Sweat, thighs & videotape: who says watching TV can't be good for you? [Reviews of exercise videos]. " Today's Parent 1 Apr. 2000: Research Library, ProQuest. Web. 1 Mar. 2010.
People are spending money, one billion dollars to be exact, in a market full of products that seemingly improve simple tasks, such as chopping vegetables, but why do people feel compelled to buy products featured on infomercials (“Should you ‘BUY THIS NOW!’?”)First, what exactly is an infomercial or infomercial media? According to the Official Infomercial Media website, “an infomercial is an advertising medium that can: deliver cost-effective advertising to the largest possible audience, increase sales to customers, build brand names, [and] introduce new products.” Majority of people with a television have seen an infomercial. Usually this type of commercial consists of product not found in stores and a designated spokesperson explaining why the product works. In order for a hypothetical infomercial product to be successful, the inventor has to figure out how to market the product effectively. The steps to successful marketing involve: “feasibility, commercial format, producer and vendor selection, when and how to test, what price to test, determining whether to use a hard or soft offer, and upsell opportunities” (Infomercial Media). Also, according to Consumer Reports, infomercials are constructed in a way that dopamine levels in the brain rise while watching them. This explains why majority of the infomercials have customers call within the next three minutes. In addition to this, infomercial campaigns often leave out certain facts, or misrepresent the products. In order to investigate how accurate infomercials are about certain products, we examined five categories of products: apparel and accessories, exercise, fitness, cleaing, and food preparation/ kitchen accessories.
Apparel Products:
One infomercial product took America by storm in 2009 and that was the Snuggie. This fleece backward robe of sorts supposedly “keeps you totally warm” (Consumer Reports). Yet, the Snuggie even has a hard time accomplishing this simple task! This fleece contraption seems appealing at first when advertised with its bright colors and large sleeves to keep your arms warm. Yet, according to the Consumer Reports, the sleeves were too long for most and ending up getting drug through food, and I wouldn’t cook over an open flame while wearing this cult-like, backwards blanket as the people in this commercial.
http://www.youtube.com/watch?v=TqHSIiAXdSU
Also, the infomercial claims that the Snuggie is machine washable. This maybe semi-true in some aspects, but after washing Snuggies ten times during a study Consumer Reports found that the Snuggies were literally falling apart. The “thick, luxurious fleece” of the Snuggie just can’t compete with the washing machines and dryer of today’s world. Yet, four million people seemed to deem this product worthy of purchasing according to a CNN report.
What prompted these people to buy this different twenty dollar piece of fleece? The set-up of the infomercial plays a part when visually analyzing it (based off of the commercial posted above). It starts with only black and white colors, continues to place an emphasis on how horrible a “regular” blanket is, and the then introduces the miraculous solution of a blanket with sleeves. When thinking about it, this a really simple solution to a problem many people who read in bed or play on the computer have-your hands or arms gets cold. Well add sleeves and your problem is fixed! Although many soon realized the Snuggie is not as wonderful as is portrayed on television, and will fall apart after many washings. Yet, why did this product sell better than the infamous Buxton bag?
The buxton bag is one infomercial product that actually does what the infomercial claims it does. Many videos have been posted in order to show that really does hold everything a carry-all purse does.
http://www.measuredup.com/review/Buxton-Bag-Complaint-Buxton-Bag-2484
Yet, why isn’t this product as popular like the Snuggie? When analyzing the video posted below, the audience is once again presented with dull colors, but once the product is mentioned the ad comes to life. However, the Snuggie commercial was very bright with blues and reds and this product is toned down with neutral colors. Also, the Buxton Bag is packed so quickly people are probably more skeptical of the product and less likely to buy it. The Snuggie also identified uses for it both outside at games and inside for reading, while the Buxton bag seems more for people on-the-go. This would eliminate those watching who would rather stay in verses venturing outside to baseball games and such all the time.
http://www.youtube.com/watch?v=YSWhGisoV8E
Exercise Products:Infomercials are all structured in order to target different audiences. These commercials try to relate to men and women of all ages, and the two products in particular that stood out within this category happened to be both endorsed by celebrities. Both Billy Blanks Tae-Bo and Suzanne Somers Thigh Master products have impacted the informercial heavily, especially when examining products with a celebrity spokesperson. The fact of the matter is that everyone wants to get into shape and they don’t always have the time necessary to go join a gym and they would rather spend the time in the comfort of their home with a product that can garner the same results as going to the gym. Along the way, they might run into an infomercial or two while watching television, a celebrity that they might recognize, and slowly begin reaching for the telephone to dial that one eight hundred number, while unknowingly pulling out their wallet with a credit card with just enough money left on it to make those three or four easy payments.
Celebrities, whether they realize it or not, as they’re being handed a big fat check to say some short line with a fake smile to match, make a big difference in the outcome of whether or not a prospective customer decides to buy a product. Products such as Chuck Norris’s Total Body Gym, or Billy Blanks Tae-Bo, for example, go a long way in swaying a customer’s opinion on a product that is being advertised on an infomercial.Many people see an exercise product that a celebrity said that they used too give them great abs or a sculpted physique, they are very interested and ask right away, where can they can sign up to look like that, and boom, that’s all it takes to get anyone hook, line, and sinker. Even with most infomercials targeting different categories and age groups, they are all looking to get customers to spend some of their hard earned cash (even in this recession) by grabbing their attention, and providing them with that “wow” factor that is needed in the short amount of time that they get to advertise their product, and make a quick buck.
When it comes to infomercials, the first one that truly started to produce instant results was the Thigh Master, which was introduced in 1988, but did not truly take off until celebrity Suzanne Somers entered the picture in 1991. It seems hard to think of the Thigh Master and not mention Suzanne Somers. What debuted as a product that was a simple idea of two pieces of foam-covered stainless steel attached by hinges to a center ball has grossed over $200 millions in sales since its inception. This product is about as simple a piece of exercise equipment as they come, which is not a bad thing, and it’s also cost effective selling at around $16.
With a leotard wearing Suzanne Somers, who was a 1970s sex symbol, using the Thigh Master in various ways did catch the attention of people, and the commercial success of the product launched the infomercial as a new television genre. It became a top seller in part because of Suzanne Somers's pitch on TV, and today over 10 million have been sold and counting. The target market was for women since viewing the infomercial caused many women to want to have a body like Somers, but especially, the legs of Mrs. Somers (as seen in the video below). What better way to get women to want to get in shape and have those same legs then visually capturing them with the beautiful woman who many adoring fans already recognized in Hollywood, and across America.
http://www.youtube.com/watch?v=ksc7raNF4zc
Experts agree that as far as reviews go on the product, that this is one of the lower priced "as seen on TV" fitness products out there. But it's more of an accessory than a total solution. If you already have some other fitness equipment like dumbbells or a home gym, the Thigh Master would be a great addition to work those difficult-to-target muscle groups. Exercise experts claim that the Thigh Master can work, if used consistently for 20 minutes a day it will tone and strengthen your muscles in your thighs and other areas of your body. Yet, did Suzanne Somers contribute to the proficiency of the product? No. This is actually a product that really works, and happened to be marketed very well by the right celebrity.
Celebrity endorsements also helped other exercise infomercial products too take off as well, such as Tae Bo. With the first release of its workout video in 1998, Tae Bo revolutionized the fitness world. It’s a blend of tae kwon do, boxing and aerobics, and was developed by the world renowned martial arts champion in Sherman Oaks, California named Billy Blanks. This is an exercise program that teaches a person how to communicate with their body. It teaches how the mind should operate with the spirit, which God has given us. Tae Bo is a program that combines the best of a variety of different exercise disciplines to provide an overall workout. Martial arts and boxing develop strength, speed, balance, coordination and awareness. The dance moves give the workout energy and rhythm that improves coordination and body awareness and provides a workout for the heart. And thus, Tae Bo was born.
One of the great things about the infomercials is that as soon as Billy Blanks comes on, with his shy smile and his devastating physique, and tells you he has always wanted to help people, you believe him. He tells you other fitness gurus have lied to you, but that Tae-Bo will work because it is ''the Truth.'' And you believe him. (I believed him. I bought the tapes, Tae-Bo Amped; it was at a nice bargain.) Why shouldn’t you? "If you've got the will," Billy Blanks says, "Tae-Bo is the way." No messy pills to buy, no unattractive machines, no Psychic Friends. What an infomercial! Who doesn’t want to get motivated to lose weight, change yourself from the inside out, be healthy, and look great? Consumers are drawn in right away to the positivity and spirituality of Billy Blanks and the fact that he knows what he is talking about, is a plus as demonstrated by this video.
http://www.youtube.com/watch?v=FwqacpnrWAg
One of the criticisms of Tae-Bo is that Sports medicine experts, who tend to categorize Tae-Bo as a martial art, believe that those who strain themselves lack that martial arts perspective. There are safety cues in the videos, but people--present company included--get impatient."The bad press comes from people that are moving too fast," says Lewis G. Maharam, M.D., a spokesman for the American College of Sports Medicine. "I see a certain percentage who have just begun and are developing aches and pains." Billy Blanks states that it’s important to "Don't forget that your first responsibility is not to work out but to work out smartly and safely." "In the rush to master the next workout, execute a higher kick, or deliver three more sets of punches, don't forget that learning to do Tae-Bo correctly takes knowledge, practice, patience and time." This could prove to be frustrating and even deceptive for most people who would like to gain a complete and appropriate work out.
Infomercials that showcase celebrities are misleading in every way possible, but that does not mean that all of them are bad. Sure, the goal is to make money, and supply a product that can possibly be in demand, which every product that is marketed on television sets out to do, but the ones that stand out such as Tae-Bo and Thigh Master, are at the top of the infomercial food chain. The Thigh Master is solely marketed at the female consumer that is looking to get her legs and buns in shape and Tae-Bo is a workout that aims itself at anyone that wants to get into shape and transform themselves in every way possible. These two exercise products are straight-forward and the hundreds of millions of dollars that they have made respectively over the years is proof of that. Having celebrities that actually use it in their everyday lives and who are credible makes a difference in the advertising world of infomercials.
Fitness Products:This category of products is not meant to be confused with those that fall into the "exercise" category. Fitness products are designed and geared towards those people who already consider themselves to be in shape and would just like to maintain their wonderful figure. One product that targets this specific group of "fit" people is the P90X intense home-fitness product. P90X is apart of the Beachbody corporation which happens to be the creator of the nation's most popular in-home fitness and weight loss solutions. So does this program really work?
Tony Horton, the Master of Motivation behind P90X, claims this is a program that was recently produced to provide the results you want in 90 days. The main concept of the workout is muscle confusion. Yet, how does it work? Well by providing an extensive variety of different moves that take time to master, P90X is continually challenging the body's muscles into new growth. The more you confuse the muscle, the harder your body has to work to keep up; the more variety you put into your workout, the better and faster your results will be (Congdon).This product is ranked the #1 fitness info-mercial in America. P90X has been purchased byeveryone from: professional athletes, sports teams, movie stars, and recording artists to the everyday "Joe and Jane." This product is designed for both men and women who are already considered in shape. Celebrity endorsements have indeed influenced the sale of P90X. For example, many people associate their names with this product, such as: NBA Star Jerry Stackhouse of the Milwaukee Bucks, Demi Moore, Sheryl Crow, Poppy Montgomery, Philadelphia Eagles kicker David Akers, and many more (Congdon).
Upon further research though, this product may not work for the “everyday Joe and Jane” because it requires a very strict diet, fairly good coordination skills, and an intense workout starting with the very first workout DVD. If a person who could be be possibly placed into the obese category was watching this product’s info-merical they would not be motivated to purchase it. According the success stories on the website, the main audience this product has attracted is the young to middle-aged personnel with 14% body fat or less. This is a excellent product to order if someone feel the need to take their athletic ability and motivation to the next level.
P90X uses specific advertising techniqueswhich are easily recongnized. This product is produced by a well-known cooperation that is popular for making in-home fitness and weight loss solutions.This source allows consumers to trust the product;also, people are slightly relieved because of the specific reasoning behind why this product is so effective--muscle confusion. This is a scientific proven philosophy that is most likely not going to be questioned by potential consumers.The product provides you a full blown breakdown of each video and how it works. Additionally, if consumers wanted online support the P90X website appears very professional and easy to navigate. The advertisement provides step-by-step instruction including a nutrition plan, a fitness guide, as well as the 12 DVD workouts. This product would also appeal to comsumers due to the fact it doesn’t require any heavy machinery or large workout space. Overall, this product along with the info-mercial would be very appealing to those already in shape.
Another product which falls under the category of fitness products is the shake weight. This product has been described as many things but suggestive would be putting it in appropriate terms. The shake weight targets the upper body muscles. Based on new workout technology called Dynamic Inertia, which ignites the muscles in your arm, shoulders, and chest the Shake Weight dramatically increases upper body muscle activity compared to dumbbells. “This exercise requires only 6 minutes out of your day."("Offical Shake Weight Website").This product is designed for both men and women. Yet, there is basically no difference in the equipment itself except the one for women is a size smaller and the results are supposedly the same.
The advertisement for the shake weight is very bland. The website doesn’t provide much information about how to use it or any success stories for motivation. The order form even appears to be suspicious-looking. Many people are more offended then interested in this product. One interesting aspect involved Ellen Degeneres talking positively about the new exercise tool and how she loves it, but when viewing the video of the segment she talked about the shake weight it’s not the same as what the website says. Ellen is actually mocking the tool.http://www.youtube.com/watch?v=0kmrFBnrkqg
Most of the TV time this product received was slightly on the comic side due to the slightly suggestive infomercial, but this says nothing about the quality and effectiveness of the product itself (Davenport).When comparing the shake weight to the P90X product the shake weight definitely catches the attention of all audiences due to its “different” way of use. It is obviously that people do not take this exercise/fitness equipment serious unlike the P90X workout where it shows results. The shake weight advertisements do not show any evidence of how the shake weight has an effect on the upper body. Also, few succes stories could be found or proof of the shake weight toning arms or chest. The inventor of the shake weight tool is not apparent on the website or commercial. Also, the shake weight product brings up a good question: how does this product, the same style for men and women, help women get that long muscle growth instead of the bulky one which men prefer? (Davenport). This is a good question when considering the validity of products found on info-mercials in general and not only the fitness category.
Cleaning Products:
"You'll Say Wow Every Time!" Yet, which cleaning products found on info-mercials will really wow you? The first cleaning product in question is the ShamWOW. The ShamWow supposedly easily removes cola, wine, and pet stains. It is marketed to not drop or make a mess at all. It will wash, dry, and polish any surface, but it will not scratch it at all. It is machine washable and can also be bleached. It will last up to ten years without deteriorating.
http://www.youtube.com/watch#v=QwRISkyV_B8&feature=related
Popular Mechanics actually did a test on the product to see if it really worked. A roommate spilled a can of Coke on a rug, so the Shamwow testing began sooner than they had anticipated. In the ad, pitchman Vince cleans up the exact spill that they had. They let the Shamwow soak with its own absorbent strength, then started punching and pounding the rag into the rug, wringing and repeating. A couple of rounds of pummeling pulled up the coke spill and the color of the coke. It actually socked up everything. They had it laying around for other spills as well and found that Shamwow cleaned up about 90% of the spill on average, so they had to keep paper towels around for the last bit. Also, it is best used with thinner liquids and they suggest cleaning up wine instead of tomato sauce. Another appealing selling point also had to do with the face tt is also machine-washable (Does the ShamWow Really Work?).
Yet, Consumer Report was not wowed, since ShamWow soaked up only 10 times its weight in water or soda. Dunked in milk, it could usually absorb 12 times its weight but not 20. ShamWOW had initially claimed to hold 20 times its own weight, but now they claim 12 times. Sponges often held a bit more water and soda. If they used a damp ShamWow, they needed another cloth to wipe remaining droplets. They did find two great uses for the ShamWow. A small ShamWow held more motor oil than a sponge; a bigger ShamWow is good for drying a wet dog, for which you might not want to use a good towel (Shamwow: Wow or Sham?). These are both selling points because they actually are more
efficient verses a regular sponge or cloth.
The infomercial does give some misleading information according to the two reviews. It says that you will never need to buy paper towels again; however, the reviews suggests to always keep them on hand to get up the remaining fluids. The techniques in the info-mercial involve ShamWow using a really upbeat pitchman, Vince Schlomi, to captivate the audience. It gets people excited about the product because he is so excited. Also, the testimonials at the end help to provide "quality" feedback for the audience. It shows the spills that the ShamWow is able to clean up, but avoids some of the issues of that the reviews brought up. This makes it a little misleading as well.
The ShamWOW product could be compared to that of the Billy Mays product called Zorbeez. This product is suppose to hold 20 ounces of liquid. It is marketed as being great for all situations. It is a super-absorbent that will soak up and hold 27 times more liquid than cotton. It cleans up messes and potential stains quickly.
http://www.youtube.com/watch?v=l25oCWDHnQI
Steve Noviello did two separate tests on Zorbeez to see if it really worked, which in fact it did. They poured 20 oz of liquid on the ground and tested the Zorbeez against paper towels. It took around 20 towels to completely get the liquid up, but Zorbeez was able to easily get it up. Then, they poured more liquid onto a carpet sample and used Zorbeez once more. It was able to get the stain out, and the carpet was clean again (Noviello).
Also, Popular Mechanics actually did a test between the ShamWow and Zorbeez. Apparantly, Billy Mays and Vince Offer were having a feud over their two products, so Billy Mays wanted them to pit the products against each other. They tested them by timing how long it took to clean the spills up and how well they worked. After the test, ShamWow worked much better than Zorbeez. Where the ShamWow was able to wipe up three paper towels worth of liquid, Zorbeez just pushed the liquid around without pulling it up. Despite its smaller size, ShamWow was much more effective. ShamWow was able to bounce back faster from the spill as well. It still suggested to keep paper towels around for the excess liquids (Shamwow vs. Zorbeez).
The infomercial itself was very similar to ShamWow. They are both marketed with an upbeat manner, and they show spills being picked up. It shows many examples of Zorbeez in use and sets up how impactful it can be on your budget by showing how many paper towels you won't buy. There were no testimonials in this infomercial. Billy Mays might actually be a little better at marketing the product, but the reviews make his product seem inferior. In this case, the well-known spokesperson didn't have as strong of an impact because the product just wasn't as well made as the competitor.
Kitchen Products:
When looking with the kitchen category of info-mercials, the Slapchop is the latest device to be marketed by Vince Shlomi of "Sham-Wow" fame, an extremely enthusiastic pitchman who has become a minor celebrity in his own right due to his unique, energetic approach to sales, bouncing around a set with a headset on, demonstrating a product quickly and keeping up a steady patter of all the ways the product could benefit the customer.
In a sense, the products Vince Shlomi presents don't need a celebrity endorsement, given his own 'minor celebrity' status. He's become enough of a pop-culture phenomenon in his own right to replace a more traditional celebrity endorsement, even inspiring musicians to "remix" his commercials, as in this remix of the Slap Chop commercial by DJ Steve Porter:
http://www.youtube.com/watch?v=UWRyj5cHIQA
The primary thrust of his argument seems too be two-fold: that the slap-chop will make life easier for busy people on-the-go, and that the slap-chop will make your life less boring,
Vince's constant patter uses a great deal of alliteration and repetition to make catchphrases stick in the viewer's head. "You’re going to be in a great mood all day because you’re going to be slapping your troubles away with the Slap Chop," is the phrase he uses to open the commercial. Without even knowing quite what a Slap Chop is yet, you're hooked into listening because the product promises to make life easier and "more exciting." He chops tuna, and states: "Stop having a boring tuna, stop having a boring life.You're going to have an exciting life now," he adds. "Who doesn't want a device that could make life exciting and make it easier to prepare meals?"
His patter shifts from catch phrase to catch phrase. He hits on saving money, demonstrating slapping toppings for ice cream and stating: "They're going to charge you a dollar for toppings at the ice cream store" He also emphasizes several times how the Slap Chop makes it easier to eat healthy. "I love pizza too, but once in a while get the veggies in. At least throw 'em on top of the pizza," he states while chopping veggies. At the end, heeven goes as far as to say "we're gonna make America skinny again, one slap at a time," thereby wedding the Slap Chop in viewers' minds with the goal most people have to lose or maintain weight,
The viewer is also hooked by the presentation due to its constant shift of viewpoints and quick delivery, grabbing the viewer's attention, especially the target audience of busy people who want to eat in a more healthy manner but don't have time. A constant theme in the commercial is how easy it is to make things such as breakfast on the go. He demonstrates, extremely quickly, many different ways to use the product, bringing in different foods and slap chopping them, using jump cuts in the camera to create a barrage of new images.
Two keys to sales are creating a need for the product and overcoming objections. In a one-way sales pitch such as that made in a TV infomercial, the challenge of the creators is to think up common objections and address them in the commercial, since there is no two-way exchange between salesperson and prospective customer. The commercial highlights the ease of cleaning the Slap Chop, how many different ways it can be useful around the kitchen. In addition, like most infomercials, the commercial designers try to seal the deal by throwing in incentives, such as a 'graty' that grates cheese, for free along with your purchase. They also create a sense of urgency by stating "if you call now, we'll throw in a second Slap Chop and you only pay shipping and handling."
The key question with the Slap Chop, when one strips away the high-energy sales pitch designed to entice the viewer to call and order one right away, is whether it works. All of the sales techniques in the world can't compare to independent reviews of the product. Consumer Reports, one of the most well-respected independent reviewers of consumer products, conducted a test of the Slap Chop in their February 2010 magazine. Their review was not favorable. The commercial expressly claims that the Slap Chop removes onion skin in a snap, but in tests, onion peels were only partially separated even after ten slaps. The infomercial also highlighted the ease of cleaning the Slap Chop, but in tests, bits of harder food tended to get stuck and have to be forked out of the device. It was also noted that the device made one's hand sore, and that the splash guard that keeps food from spraying all over the place became misaligned in two of their three slap choppers.
The infomercial features glowing testimonials from people who supposedly have bought the product, but the customer reviews section on Amazon is full of negative opinions about the Slap Chop as well. Customers tended to echo Consumer Reports, stating that it was flimsy, difficult to clean and ineffective at chopping through many of the items shown in the commercial.
The commercial is highly effective at grabbing the viewer's attention, but like many infomercial devices, the claims of its creators don't match up with the real-world usability or durability of the project. Vince Shlomi can sell people anything with his polished sales techniques, but when your Slap Chop breaks down, he won't be there to fix it.
When one logs into the Nuwave Oven website, they are bombarded with incentives( much like with the Slap Chop infomercial), free extras, and even a splash overlay ad proclaiming that "For a Limited Time Only!" Nuwave Ovens are being discounted $20 and also including a free pizza kit as a celebration for the one-millionth oven sold (another less-than-subtle gimmick; in addition to the incentive, it underscores the popularity of the product). The website focuses on all the "FREE!" items included with the Nuwave Oven, as well as various awards given to it by organizations such as the "National Health and Wellness Club" and the "Culinary Club of America."
The Nuwave Oven is a device that cooks meals through a combination of conduction, convection, and infrared heat to cook faster. Benefits touted in the infomercial and website include ease of cleaning, as much of the oven comes apart to fit in a dishwasher, eco-friendly construction and reduced power usage, quicker and more flavorful cooking, and the health benefits of cooking quick with the Nuwave Oven instead of getting fast food. Instead of the high-energy patter of Vince Shlomi, the Nuwave Oven focuses more on explaining the benefits at length, providing lots of free incentives such as a carrying case, extra accessories, cookbooks and free shipping, allowing buyers to make easy payments, and a money-back satisfaction guarantee. Like the Slap Chop, however, the infomercial (which is quite a bit longer than the Slap Chop infomercial) includes many customer testimonials.
While the Slap Chop infomercial is frenetically paced and geared for the impulse shopper, the Nuwave Oven, which costs six times as much, has an infomercial that proceeds at a more measured pace, taking the time to highlight each of the benefits of the product. This is probably due to the difference in price points; many people would spend $20 on a slap chop without thinking, but the $120 price of the Nuwave Oven will make people stop and think. The website still creates a sense of urgency, however, with its 'order now and receive extra accessories' language, and highlights the "three easy payments of $39.99" instead of the total price of $119.97.
Reviews of the Nuwave Oven do seem far more positive than that of the Slap Chop; whereas the Slap Chop seems to rely on impulse buying sales techniques, the Nuwave Oven actually seems to do most of what it promises. Consumer Reports, a non-profit, independent consumer watchdog and product testing/review organization, states that it does some things very well, such as cooking a chicken, but gives it lower marks on steak and vegetables. Consumer reviews on Amazon and other sites are mixed, pointing out the flimsiness of the plastic top and that it doesn't necessarily cook as fast as it says it will. However, most customers give it positive reviews overall.
Both products are targeted toward the on-the-go family trying to eat in a more healthy fashion, but they take different roads to the same goal. The Slap Chop's marketers uses high-energy sales patter and the "star power" of Vince Shlomi for the impulse buyer, the marketers of the Nuwave Oven prefer to take their time and outline the benefits of the product in an effort to earn the purchase. They both share similar elements to their sales pitches, such as customer testimonials, free or discounted extras, and an emphasis on the myriad of ways one can use these products to simplify their lives and make eating healthier easier. The similarities seem common to many products sold by infomercial, but the distinct paths to the sale laid out by the marketers of each product, and the difference in reviews as to the quality, are telling in any evaluation of the effectiveness of the sales pitch and the aims of the marketers.
After taking a close look and examining infomercials from different categories and ranges, several points can be made. Many advertisers are trying to convince consumers to buy their product because it's the BEST thing out, a must have, and they simply can't live without it. As a result, people do buy these products because advertisers have effectively appealed to their target market, with the first rule of marketing, by making a demand for their product and supplying it in bulks. Whether their strategies involve bringing in a celebrity spokesperson or claiming that their product is life changing, the essential question still remains, why do people buy these products that more than likely don't work? Well, the fact of the matter is that advertisers know just how to distinguish their product and all the positives of owning it. Advertisers understand and are aware of the vast target market of potential consumers that have the green in their pockets and need someone and something to persuade them to spend it. And when the product is appealing to all the senses, it's going to end up on television as an infomercial, for better or for worse.
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