Infomercial Activity
Content Standard
D. Marketing Functions: Students in Wisconsin will know and apply the functions of
marketing-distribution, financing, product/service planning, marketing information
management, pricing, promotion, buying, risk management, and selling.
H. Marketing Technology: Students in Wisconsin will apply appropriate technology
that assists in marketing-related processes.
Performance Standard
D.ME.11 Demonstrate and evaluate professional selling techniques.
H.ME.3 Use communication technologies to perform marketing-related activities
Brief Description of Lesson/Activity
For many businesses, television is the ultimate advertising medium because it can
communicate a message with sound, action, and color. Prime time is between 7 p.m. and
11 p.m., when millions of viewers are watching. In small groups, you are to create an
infomercial.
Directions to the Students
A widely used newer form of television advertising is the infomercial. Infomercials are
actually 30-minute commercials. They promote products such as cookware, makeup, and
appliances using a talk-show type setting. Viewers can order the advertised merchandise
by calling a phone number or writing to an address.
TV Advertising Advantages TV Advertising Disadvantages
People are inclined to believe Highest production costs and a
what they see rather than what high dollar cost for the time used.
they read. Keep smaller companies for a
larger audience reach.
Seems more personal because it Audience size is not assured.
is in a person’s home, like door-
to-door selling.
Can reach a mass audience, but Many viewers consider television
can also reach a specific target commercials to be a nuisance.
market.
The message can be adapted to
take advantage of special holidays
or events.
Can pull together many elements
necessary to produce a creative
advertising message.
Using the worksheet provided, you will view an infomercial and identify the key elements of
an infomercial. Viewing an infomercial will allow you to gain ideas and tricks as to how to
create an effective advertising tool. Pay close attention to the elements presented, such as
the sales tactics of the presenters, description of features and benefits, audience
participation, etc.
Your task, in a group of six, is to create an infomercial. Your infomercial will be shown in
class first, then be utilized to teach the concepts of television advertising to Marketing I
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Infomercial Activity
classes. Therefore, make this fun and interesting for your audience, and also encourage the
audience to want the product.
You must get prior approval before starting the project. Your group will set up a short
meeting with me prior to taping to share your ideas. You must provide me with a script,
storyboard, and list of materials necessary to complete the infomercial. In this meeting,
you also need to let me know which roles are being taken in this project:
Director.
Producer.
Video technician.
Main character.
Supporting characters and their roles in the infomercial.
Also, please let me know if you will need to check out a video camera from the LMC or will
be using your own. Please allow the LMC staff a week’s notice as to when you will need the
equipment.
The following are the requirements of the project:
All members of the group must take an active role.
The product must already be on the market.
The infomercial must be exactly five minutes in length: no more, no less.
You must provide your own videocassette.
All members must meet together; you cannot tape with some members missing. If
you can’t meet outside of class, you also have a 180-minute opportunity in class.
Schedule:
o Day One: Watch infomercial highlights in class, discuss current infomercials in
the marketplace, discuss projects, break into groups, brainstorm infomercial
ideas, and provide infomercial assignment for the weekend.
o Day Two: Discuss infomercial assignment, group time for script and
storyboard. Meet with me today (provide storyboard and script). Any
changes must be approved. You will turn the final copy in prior to viewing the
video in class.
o Day Three: Tape infomercials.
o Day Four: Tape infomercials.
o Day Five: Project due, public viewing.
This schedule may change due to necessary adjustments that may have to be made
Performance Criteria
Performance will be satisfactory when you can:
1. Accurately identify and cater to the appropriate target market.
2. Utilize advertising concepts to convey a sales message.
3. Work as a team to complete a project.
4. Accurately follow written and verbal instructions.
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Infomercial Activity
Student name Date January 14, 2008
Infomercial
Scoring Standard
You must achieve a minimum of rating of 75 to demonstrate competence
Rating Scale
SUPERIOR Project is detailed, professional, and above high quality in its analysis
and organization.
EXCELLENT Project contains high quality information and the information is logical
and well thought out.
VERY GOOD Project demonstrates a basic understanding of the project and the
marketing functions and foundations.
AVERAGE The marketing functions and foundations were not applied
appropriately or more attention needs to be given to this area.
POOR Project fails to meet the minimum level of competency in several
areas.
Scoring Guide
Superior Excellent Very Average Poor
Good
Infomercial is five minutes in length. 20 16 12 8 4
(No more, no less)
Infomercial is appropriate to product 10 8 6 4 2
and audience. (Product already on the
market)
All members in the group are visually 5 0
represented in the infomercial. (Take
turns taping and work together to
produce)
The product is demonstrated using the 20 16 12 8 4
product features and benefits.
(Provide reasons why customer should
buy)
Product information is not repeated 10 8 6 4 2
throughout the infomercial. (This is a
short infomercial so material cannot
be repeated)
Use of a testimonial. (Find someone 5 4 3 2 1
to provide a testimonial)
Follows guidelines written in script. 20 16 12 8 4
(Watching the video and looking at the
script should be almost exact)
Oral self-evaluation at the conclusion 10 8 6 4 2
of the video presentation by team
members.
TOTAL POINTS /100 Points
Comments:
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Infomercial Activity
Student Worksheet
Props needed for the Infomercial:
Prop Person Responsible
Script:
Name
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Infomercial Activity
Product Name:
Did infomercial emphasize product features/benefits?
Yes No
Was the testimonial useful in the sale of the product?
Yes No
Did the infomercial effectively target the audience?
Yes No
Based on the infomercial presented, would you buy the product?
Yes No
Why or why not? (Based upon the infomercial, not your personal need for the product)
Group Strengths:
Group Areas for Improvement:
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