Final answer:
The firm using infomercials to promote its products is attempting to achieve 'Awareness' as a communication objective in the hierarchy of effects model. This approach not only informs but also seeks to persuade the target market, aiming to increase demand and enhance the perceived value of the product.
Step-by-step explanation:
When a firm is utilizing infomercials to promote its products through television advertising, it is primarily trying to create awareness among the target audience. This is the first step in the hierarchy of effects model for advertising. Infomercials are designed to inform and persuade a wide audience by highlighting the product's features, benefits, and availability. In terms of monopolistic competition, such advertising could either make the firm's perceived demand curve steeper or shift it to the right, indicating increased demand. A successful campaign can result in the firm selling a higher quantity or charging a higher price, ultimately leading to increased profits.
Moreover, the use of infomercials ties into the concept of the attention economy, where capturing the consumer's attention is crucial due to the high competition for it. Infomercials are a strategic approach in the communication objectives of a comprehensive marketing campaign, as they aim to not only generate awareness but also to potentially move the audience through the other steps in the hierarchy of effects model—interest, desire, and action.