A DRTV advertisment can influence more than just the audience during the time it is being aired. It can educate a viewer for future purchases. Branding is an important element to infomercial marketing. When a viewer tunes into an infomercial, the product awareness is heightened whether or not they choose to purchase the item. If they didn’t make the purchase when they saw the infomercial, but recognize the product in a retail store or even second viewing of the infomercial, the infomercial has created awareness in the viewers mind.