September 10th, 2009
The Evolution of the Infomercial as a Critical Sales Channel
Marketing Professor Tom O’Guinn contributed to an Associated Press article on “Informercial King” Kevin Harrington’s 25-year infomercial empire and his innate knack to pick what to sell and how to sell it.
On the eve of release of Harrington’s new memoir, “Act Now!: How I Turn Ideas Into Million Dollar Products,” O’Guinn noted Harrington’s ability to make buying things from infomercials acceptable.
“He brought that sense of legitimacy and the idea that infomercials are not necessarily hucksterism, they are meeting the legitimate needs of legitimate consumers,” O’Guinn said.
Read the article here