178 !!Chapter 9
Infomercials generally include a congenial host(s) who makes the audi-
ence feel comfortable. Most viewers are not cognizant of the fact that they
are watching a long-form commercial until the call-to-action (CTA)
sequence. The CTA is the actual commercial—hard sell—that occurs recur-
rently within the infomercial format. The viewer is expected to call in an
order or order via the Internet. Production companies routinely spend a
substantial portion of their budgets producing the CTA sequences. Their
objective is to demonstrate the reason a product is superior to competitive
products (if competition exists) or to explain why their product is unique.
If the CTAs are not well constructed, the product, generally, will not sell.
The CTAs always include a toll-free telephone number, the features of the
product, the price, credit card information or check information, the
address, and sometimes a Web address. Most of them boast a guaranteed
return policy (within a certain time frame).
Prior to showing the CTAs, the viewer listens to numerous testimoni-
als from satisfied customers. The testimonials are usually scattered
throughout the program and can be very effective in motivating an audi-
ence to purchase the product.
Approaching the Score
During spotting sessions, the music is discussed in detail. Most infomer-
cials have noninvasive scores because the director does not want the audi-
ence to experience any diversions from the program content. The director
and/or producer generally wants the music to create ‘‘a musical atmo-
sphere.’’ The director typically tells the composer where the music should
be assertive. This generally occurs during the CTA sequences. Since CTAs
are commercials within informercials, these sections are sometimes scored
using the same compositional techniques used to score commercials.
Infomercials vary in style, and composers should not assume that all
infomercials are approached (from a musical vantage point) the same. The
pertinent questions that composers ask the creatives when scoring com-
mercials should also be asked of infomercial directors.
Bumpers
Bumpers are short pieces of music that separate sections within videos (or
television programs). Infomercial bumper music is usually repeated each
time a segment changes (e.g., testimonials followed by demonstration or a
CTA segment). Sometimes the duration of bumpers varies, but the basic
music remains similar. Bumpers are used in television programs before
going to commercial breaks and also to reenter programs. A well-
designed, memorable bumper can create a signature sound. [Listen to
track$11 on the enclosed CD.]