A commercial is a short-form moving visual image method of promoting the desirability of a product, service, idea or individual. Commercials don’t necessarily sell products or services immediately, but they do increase name recognition. One of the keys to understanding the world of commercials is to understand the marketing laws of positioning (i.e., are you selling the “Rolls Royce” of your product, or a “Bic”?). Marketing is not a battle of products but a battle of perceptions. Well done TV commercials will enhance the desired perception of your product or service and can increase its perceived value to both the retail and the wholesale customer. If, by survey, it is discovered that your customers are TV viewers, then a TV commercial is pretty much guaranteed to be a sound, investment with a high return.