Direct television advertising is, for the most part, targeted toward a broad consumer segment, which implies that it is a form of non-personal selling technique. Although infomercials and home-shopping channels are not the focus of this research, I will briefly explain the two terms.
Infomercials are 30-minute or longer product commercials that resemble regular television programs. Because of their length, infomercials do not get lost as easily as 30-second commercials, which are the focus of this discussion; they permit marketers to present their products in more detail. Home-shopping channels broadcast a variety of products for consumers to purchase around the clock. .
Now that there is a clear understanding of what forms of direct television advertising that marketers may offer, let us now determine the effect television ads have on buyers' decisions, to what degree is the buyer influenced, and finally, which ads accomplish those objectives set in place by the marketers.
Do television ads have an effect on buyers' purchase decisions?.
Recent funding projects set in place by major organizations strongly suggest that buyers' purchase decisions are strongly effected by television ads. Take the Home Shopping Network for example. They have set in motion its first ever television advertising campaign in the company's 23-year history this Christmas season. The electronic retailing unit of USA Networks is launching a TV ad effort valued at $30 million. The idea behind such large amounts of money for television ads is explained by the company's desire to draw in new customers, as HSN strives to become the industry's largest TV merchant as measured by revenue. In 1999, the company spent only $5.7 million on ad outlays, according to Competitive Media Reporting. Doug Rose, vice president of merchandising and brand development, was quoted as saying "We are very careful on how we spend advertising money-.
