Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition by Terence Shimp, Craig Andrews

Exercise 6

Infomercials are long commercials that generally last from 30 to 60 minutes. These commercials typically air during fringe times and frequently promote products such as diet aids, balding cures, and exercise products. These infomercials often use endorsements from physicians and other health professionals to buttress claims about the promoted brand's efficacy. Using concepts from this chapter, explain why health professionals are used in this form of advertising.