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Ed Valenti
Ed Valenti with his partner Barry Becher, the marketing experts credited with the formation of the infomercial, or "long-form" (two-minute) advertising format.
Dial Media, Inc. founded by the pair in Warwick, RI in 1975, irreversibly changed the way products were sold on television. Valenti's infomercials first aired in the mid-1970s and aimed to sell the Miracle Slicer, Miracle Duster, Miracle Painter and Ginsu knife. The success of the Ginsu campaign led to widespread adoption of the format for a variety of products, including jewelry (Chainge adjustable necklace), cookware (Armourcote cookware), mixing bowls (Royal DuraSteel), food storage containers (VacuFresh and VacuClear) and watches (MultiChron, Westport), among others, and it eventually led to the formation of Home Shopping Channels QVC and HSN.
==The Birth of the Infomercial==
Working with his partner Barry Becher, Valenti developed many of the best known catch phrases and product demonstrations, as well as the standard format of the long-form (two minute, 90 second) advertisement. In contrast to traditional short-form or "brand" advertising, such as the 30-second or 60-second spot, Valenti's long-form advertisements were the precursors of the full half-hour television program length (half-hour) infomercials that eventually came into common usage to sell a variety of products and services on television. The intent of this new format was to elevate a particular product to the role of protagonist, showing the product benefits and a variety of uses through attention grabbing demonstrations, hopefully leading to direct sales of the product. Such products were often only available through consumers's direct orders and could not be purchased in stores. Ironically, this "direct response" long form commercial format, intended to primarily sell products directly to consumers, created at the same time one of the most recognizable, memorable, and long lasting "brands" in advertising history: Ginsu Knives.
The first such product marketed by Valenti to achieve multi-million dollar sales was also the first product he and Becher ever marketed: The Miracle Painter, promoted with the tagline, "This man is painting a swirled ceiling in a tuxedo!" It was soon followed by the Miracle Duster and Miracle Slicer. Easily the best known of Valenti's products was (and still is) the Ginsu Knife. The most profitable was Armourcote Cookware, with sales exceeding $80 million.
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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