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Television – the greatest baby sitter of all time – is the most believed and trusted, and the most condemned and criticized communications medium in the world.  It’s on-the-spot, giving us the opportunity to see immediately what’s happening while it’s happening – from news and sporting events, to talk shows and soaps, to product demonstrations, – from anywhere in the world. It lets millions of people discover their world, and many times themselves in the process. Television is the essence of 20th and probably the 21st century mass communication. TV has brought about a cultural revolution the likes of which will never be fully measured!

Television combines the right mixture of sound, sight, color and emotion. Add in today’s special effects and electronic wizardry and you can have virtually anything and everything.

It grows even further with the addition of Cable TV.  It even appears a good synergy will solidly develop between Television and the Internet.

The medium is pretty well beating out all other advertising media expenditures, with the exception of newspaper, as it delivers both the mass audience and a select demographic, depending on the program that is viewed.

Television can combine emotional involvement in its stories opening up the viewer to all the creativity an advertiser can put together. Television’s personal face-to-face sales pitch works – like a newspaper or a magazine’s full-page advertisement affectiveness – in that only one message runs at a time. I guess you could say that TV is a “Great Equalizer,” putting the biggest and the smallest on the same stage, same spotlight, where only the sincerity, quality and meaningfulness of the message count.

The power of television, properly used, can be a major player in the fight for creating good business traffic.

It can, with its intrusiveness, reach customers never exposed to your newspaper advertising and therefore, can drive new customers to your store or place of business.

While the process is already underway, television – like radio did – is specializing and targeting specific lifestyles and demographics. Eventually all will be served. This brings even greater opportunities for advertisers and television programmer’s. Bottom line: Television belongs in your media plan.