Selling Electronic Media

6

Selling Television Advertising

Network Television

The TV commercial is the most pervasive form of communication known, with a profound ability to influence both habit and thought.

TV commercials are so much a part of the American culture that they are often considered as entertaining as the programming during which they appear. A well-crafted national commercial often takes on an aura of its own, with stories and characters that viewers come to know and talk about in casual conversation.

Neil Postman estimates that “an American who has reached the age of 40 will have seen well over one million television commercials in his or her lifetime, and has close to another million to go before the first Social Security check arrives.”¹

In Broadcast ...