ABSTRACT
Television’s effectiveness as a selling medium has already been demonstrated beyond need of further proof in the United States. But, while it has sold and is selling goods there most successfully, it has by no means always been so successful in keeping public goodwill. As far as character is concerned, they visualize what is now a local medium going national through networks quite shortly as is the case with the B.B.C. today. It is television’s atmosphere which makes it most attractive to the advertiser. Many advertisers believe that television is not so effective in relation to prestige and glamour products. Certainly, the home atmosphere tends to cut down any kind of phonily pretentious idea to its true size. The question of position is complicated by the no-fixed-time ruling. The quality of the commercials on British television screens and the success or otherwise of those commercials in British homes are the only test.
