Infomercials are television commercials that run as long as a typical television program (roughly 28 minutes, 30 seconds). Infomercials, also known as paid programming (or teleshopping in Europe), are normally shown outside of peak hours, such as daytime or late night (usually 2:00am to 6:00am). There are many people who claim to have started the modern infomercial business. The word infomercial is a portmanteau of the words "information" and "commercial". As in any other form of advertisement, the content is a commercial message designed to represent the viewpoints and to serve the interest of the sponsor. Infomercials are often made to closely resemble actual television programming, usually talk shows, with minimal acknowledgement that the program is actually an advertisement.
Infomercials are designed to solicit a direct response which is specific and quantifiable and are, therefore, a form of direct response marketing (not to be confused with direct marketing). The ad response is delivered directly to television viewers by infomercial advertisers through the television ad. In normal commercials, advertisers do not solicit a direct response from viewers, but, instead, brand their product in the market place amongst potential buyers.
Infomercial advertisers may make use of flashy catchphrases (such as "Set it and Forget it" for the Showtime), repeat basic ideas, and/or employ scientist-like characters or celebrities as guests or hosts in their ad. The book As Seen on TV (Quirk Books) by Lou Harry, Sam Stall and Julia Spalding highlights the history of such memorable products as the Flowbee, the Chia Pet, and Ginsu knives. The Flowbee and Ginsu were put on air by infomercial guru Kevin Harrington. Many infomercials have limited time offers and/or claim one can only purchase the wares from television, that slightly pressure the viewers into buying their products. The Ab toner fitness item has had its technical claims questioned on occasion by some disgruntled customers.
Because of the sometimes sensational nature of the ad form and the questionable nature of some products, consumer advocates recommend careful investigation of the infomercial's sponsor, the product being advertised, and the claims being made before making a purchase. At the beginning of an informercial, stations and/or sponsors normally run disclaimers warning that "the following program is a paid advertisement," and that the station does not necessarily support the sponsor's claims. (See External Links for two such examples.) A few stations take the warning further, encouraging viewers to contact their local Better Business Bureau or state or local consumer protection agency to report any questionable products or claims that air on such infomercials.

History
Frequently used themes for infomercials include:

Cooking utensils, for instance:

• Ron Popeil's inventions, most recently the Showtime Rotisserie
  Chef Tony infomercials, most recently peddling cutting knives and convection ovens
  The Lean Mean Fat Reducing Grilling Machine by George Foreman
  Weight-loss and fitness products, a particularly common theme.
  
  
  
  • Nutritional supplements said to cause rapid weight loss in only a few days. Usually accompanied by a trick guarantee that says "if you don't lose up to 10 pounds..." thus giving the company an "out" if the consumer loses less than 10 pounds.
    Exercise equipment
    
    
    
    • Tony Little was a pioneer in this department with his various contraptions.
      Various items entitled the "Ab-(something)," generally simple contraptions
      Bowflex resistance-based home gym.
      Exercise tapes
      
      
      
      • Richard Simmons and the Buns of Steel lines were early pioneers of this format.
        The most recent version of this is the Winsor Pilates system by Guthy-Renker, an infomercial hosted by Daisy Fuentes
        Health and beauty products
        
        
        
        • Nutritional supplements peddled by people such as Robert Barefoot, Michael Pinkus, and Kevin Trudeau. These supplements are often peddled as natural cures for a number of ailments, with the lack of scientific evidence to back it up being blamed on a government and/or pharmaceutical conspiracy. After questions were raised about the effectiveness of these supplements, Trudeau instead wrote them into a book and now sells the book instead.
          Proactiv Solution, a popular over-the-counter acne treatment made famous through infomercials
          Various makeup and skin treatments, said to make the person look younger. Jane Seymour is among the latest entries into the genre.
          Tooth whiteners. These were particularly popular in the 1990s, when home whitening systems were just hitting the market.
          Electric toothbrushes.
          Orthotics
          Compilation albums and sets
          
          
          
          • A fairly recent addition to the market is the television compilation set, primarily sold by Guthy-Renker. Such shows, which are generally non-syndicated, are usually endorsed by the producers of the original series. Recently advertised programs include The Dean Martin Show, The Dean Martin Celebrity Roasts, Rowan and Martin's Laugh-In, and Burt Sugarman's Midnight Special.
            The Time Life Music Collection, usually selling about 150 hit songs from a particular era on an 8-CD compilation. Themes include Classic Country collections, Malt Shop Memories (a doo-wop collection), Soul Ballads, and various decades. These are usually hosted by a Time Life representative and a famous member of that era or genre (for instance, a soft rock compilation infomercial was recently co-hosted by Air Supply). Several other music compilers have also begun this strategy.
            Cleaning products, such as those sold by Billy Mays including OxiClean and Orange-Clean
            Home improvement items, such as extra-long paint rollers, and the Little Giant Ladder System, the latter currently advertised with an infomercial featuring Richard Karn
            Get rich quick schemes
            
            
            
            • Make money through real estate investment
              Don Lapre's classified ad system
              Investment and market schemes and workshops, often plugging spread trades and options as either loss-proof or big money earners.
              Self-help
              
              
              
              • Anthony Robbins's motivational tapes
                Lucinda Bassett's Attacking Anxiety and Depression, a depression and anxiety treatment system
                Televangelism - Most religious broadcasters in the United States use some form of brokered infomercial programming.
                Girls Gone Wild videos and other similar media. Popular products and personalities
                
                "But wait!" (after pitching one deal and before pitching another, better deal. For example: "But Wait! Call in now and we'll knock off one payment, and add (product)")
                "For (number) easy payments of (price), (product) can be yours!
                "And if you aren't satisfied, you can try (product) risk free for (number) days"
                "If you call within the next（number) minutes, you'll also get..."