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Thirty-minute commercials, referred to as infomercials, are becoming popular with mainstream advertisers who believe that this form of advertising informs, educates, entertains and motivates viewers to make a purchase. According to a survey conducted by market research firm Bruskin Goldring, 35% of those who have seen infomercials buy the products advertised. The general counsel for the National Infomercial Marketing Association reports that infomercials were responsible for the sale of some $500 million worth of products in 1990, a figure expected to reach the $1 billion mark in 1991. Time will tell if the popularity of infomercials will spread to attract the real big advertisers and move into prime-time television.

The 1990 'Industry Image Study' conducted by Walker Research LP (Indianapolis, IN) to determine the public's perceptions and opinions of the advertising and marketing research industry has revealed that the industry itself may be less favorably disposed toward marketing research than the public. Although the study revealed that refusal rates were, at 36%, 2% higher than two years ago and 12% higher than four years ago, cooperation rates had climbed. The study found that convenience was the primary factor in determining refusal or cooperation attitudes. According to the study, one way to increase cooperation and reduce costs was to use mail rather than telephone surveys, because mail surveys were found to be less obtrusive.

Television viewing levels have fallen dramatically in general, and especially on the three major networks. Representatives from the networks, the ratings industry, and the advertising community have all attempted to find out why the viewing habits of the public have suddenly changed, but none have had success. The network response to the drop in television viewing had been to rewrite their advertising rate structures for the 1990-91 season, factoring in higher ratings figures from previous years. A.C. Nielsen Co, the leading television ratings research firm, has checked its entire system without finding an answer. Audience measurement competitors from Europe and within the US have seen the problem as an opportunity to expand their business.

The Big Three US automakers, General Motors, Ford, and Chrysler, have lost market share to the Japanese automakers due to the latter's reputation for quality and emphasis on customer satisfaction. Ford's North American Automotive Operations customer research manager John Tighe claims that the Japanese understand customer satisfaction and quality better than US automakers do and have gained competitive advantage by listening to their customers. As their domestic market share declines, the US Big Three are emphasizing European operations since Europe, with less cars per capita than the US market, offers great opportunity. While the Big Three have been successful in improving quality standards, they continue to use rebates and special financing rates to market vehicles rather than enhancing a customer-oriented corporate culture.

A survey of 292 consumers by Gerstman and Meyers reveals that 60% of those polled are recycling because they are more aware of the environment. The results demonstrate that environmental issues are becoming more important, but currently, there is not a huge demand for environmentally-sensitive products in the US marketplace. Most manufacturers and marketers do not want to alter their business practices until they are assured that consumers will support the efforts. However, some firms are developing technology that combines environmental awareness and concrete business practices. For example, two firms have worked together to develop a technique to reduce a process which produces acid rain; another example is the California government auto repair sector, which is using pollution control equipment.

'Playboy' magazine has introduced a new section that tracks the male point of view on various social and moral issues. The section, called 'Man Track,' is reminiscent of similar issue-oriented sections that are commonly found in women's magazines. 'Playboy' publisher Michael Perlis describes the new section as an indication of the magazine's wish to stay attuned with the needs of its readers. Perlis believes that many 'Playboy' readers shall find the new section's discussion of such issues as date rape and career conflict quite useful.