As Seen On TV – Ugh
For me, the “As seen on TV” tag on a product is the kiss of death. Even if it’s a product I might have wanted, that “As seen on TV” logo quashes any ideas I might have to actually buy it.
Back in the day, “As seen on TV” lent some credibility to a product – I mean how could a company possibly afford to have it’s products on TV unless they were of high quality, right?
The “as seen on TV” logo – that red CRT style TV harkens back to the days of Ronco and K-Tel. When being on TV was a pretty big deal. Before we all had 234 cable stations from which to choose.
But, the whole “as seen on TV” thing means nothing in this day and age. Everything is on TV. These direct response advertisers buy up TV time at remarkably cheap rates. They’re willing to pay something to the networks, providers and channels that almost no one would pay anything for.
When I was in the radio industry, we worked out a couple of deals where the advertiser didn’t actually pay for the time, they just kicked back a portion of the sale to the station. We were, in effect, partners with them.
Retailers have now jumped into the fray. Staples, for example has a whole display of “As seen on TV” products. “Come one, come all. Get your shake weights, aluma wallets, and miracle socks right here.”
Now, there are actually companies that produce generic versions of the “As seen on TV” products. Crappy knock-off’s of the crappy “As seen on TV” products. The use the moniker “Like on TV.’
Of course, a lot of these products, the authentic “as seen on TV” products (and how odd does that sound) and their “like on TV” rip-offs, end up in the dollar stores.
Of course, even at that price, people are probably overpaying but at least they’re not paying separate shipping and handling…
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Tags: advertising, aluma wallet, as seen on tv, business, direct response, K-tel, kiss of death, marketing, miracle socks, response advertisers, Ronco, shake weight, staples, tv logo, tv tag