Infomercials revisited: Perspectives of advertising professionals

Underscoring the importance of building a tradition of replication research in advertising, the perspectives of advertising professionals on infomerci als is addressed and compared to Beltramini's (1983) benchmark study. Signi ficant changes in the perceived optimal amount of nonprogramming time per h our of prime-time television and in the perceived optimum length of a prime -time television commercial are discussed. Advertising professionals are fo und to be quite familiar with the concept of infomercials and open to lengt hier commercials than they were in the original study.