Infomercials - adapting a format

It is not easy to communicate with the over 50s. They are demanding and experienced consumers, given to scepticism and not likely to be deceived by tricks.

One solution which has brought success to many of our clients is the use of infomercials - an American expression derived from mixing 'information' and 'commercial'.

This type of advertisement has developed strongly over the past fifteen years with the rapid growth of satellite, cable and local TV. With vast amounts of airtime to fill, many stations were happy deal with companies ready to produce long messages promoting a product - or charities seeking financial donors.

Senioragency was the first to introduce this new format in France in 1996, followed quickly by our network partners in the rest of Europe.

Now, as the use of the internet expands rapidly among the older generations, the telephone number so prominently included on infomercials has genereally been superceded by the advertiser's web address - reducing the need for staff to man telephone call centres after each spot is shown on TV or in cinemas.