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Sales dictate EVERYTHING! It was and always has been about who can afford or manage to bag themselves a position on prime time viewing and also how that corresponds with the target audience. For example, you will often notice that if a show is one which is teaching it's viewers about say, 'How to look good in ten easy steps', that the advertisements that follow during commercial breaks will generally be about things such as skincare and beauty, those targeted at families (days out, cereal and so on).

Now the media execs and insiders know just how to track the movements of their own viewers and also know at which point exactly the television was switched to an alternate channel. This means, they are then in a position to advise the advertiser on when and where is most likely to be the
'hot spot' for their commercial. And much can be gained from this research. If we know what captivates our audience, we can then cater to their needs and their emotions. And let's face it, buying was always about emotion; from a hamburger we love that makes us feel good or music that lifts us to another dimension.
Of course, there is then the technique that more and more people are employing when using 'hard hitting' television commercials, for instance, those which may be run by charities; it is about returns per each time a commercial is screened. If they have the advertising just right, the phone with those offering support and donations should receive a sudden influx of calls. After the first, there will often (before our emotions can 'recover'), be a second 'reminder' as it were.
YOU MUST GIVE TO THIS TODAY; WE CAN NOT DO THIS WITHOUT YOU!
Those that were 'thinking' about donating during the first advertisement will be convinced by the second. It's what todays society and many more before and after them have and will relate to.
Of course, there are the things that we need to do for ourselves; the the research we will always need to carry out in terms of sales to marketing impact. How did they hear of your product or service? Was the television an influencing factor in the whole sales cycle?
And for as long as we never forget to give our after sales client base as much attention as we do our pre-sales customers, with the right television marketing, we can and will do well.
Think big to be big right?

Learn more about this author, Rachael Webster.
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