Infomercials - An effective form of advertising?

Some products can be successfully pitched to the public through the usual 30 second commercials inserted into prime time programming. Others, however, may require a little more explanation or promotion in order to appeal to a niche market. Instead of producing a standard print ad or 30 second spot, some companies use a long form video format known as an infomercial. An infomercial is generally a combination of information about the product and a promotional commercial.

An infomercial can be scripted in a number of ways, depending on the nature of the product and the buying habits of its intended demographic. Some infomercials duplicate the format of a television talk show, with either a recognized television personality or a skilled actor portraying a host. The product is usually presented as the topic of an extended interview with the inventor or other "expert." Between interview segments, a more traditional television spot gives viewers more specifics on the product's price and ordering method.

Although a number of modern infomercials have found mainstream acceptance, the infomercial format still has some challenges to face. The claims made about a product in an infomercial, for example, are not always examined as rigorously as claims made during a television news interview. An infomercial can be an effective form of advertising, especially for niche market products.

Infomercials have some advantages over the mainstream advertisements - since they are normally long form, they have the advantage to overcome the obstacles of selective retention. Also they create an environment where the audience is absorbed to make an impulse purchase. At the same time, the infomercials are expensive, risks are higher and the products can be assumed to be cheap.


Questions

What are the benefits and negatives of using infomercial?

Is this form of advertising suited only for certain products/services?

What is the future of infomercial?