Marketing strategies in tv advertising?

What questions/areas are of most concern to the Head of Marketing when it comes to chosing where/how to advertise?

• I run a small business which has, over the past 3 years, moved from predominantly web design into online advertising; creating strategies for maximum exposure for my clients businesses. But being a Computer Science major, everything I know of marketing and sales is from blogs, pounding the pavement, trial & error and luck. I just went over the Psychology of Selling for the second time and Bryan Tracy says "People buy for their own reasons." and "Sales Managers are interested in sales volume." These statements make sense. Since I'm now mostly selling advertising and going after Marketing Managers (or the Sales & Marketing Manager), I'd like to know; What do Marketing Managers of small/medium sized companies look for? What are they mainly interested in? Impressions? I'm not looking for a silver bullet (I'd love one though), I just want to learn to speak their language.

• Answer:

  They want to advertise in the places where research has proven that persons buy their type of product. One way to find those places is to research where the largest companies who sell that type of product are advertising.     Next, you need to analyze why they are advertising in that particular place. The Super Bowl, for example, is for brand recognition.     There are demographics on what ages, professions, etc. buy what products. sometimes you can find these free; they are mostly for sale who specialize in this type of information.      Consult some books on marketing; the type that have that word in the title. Seth Godin books can teach you a lot about marketing; he is on the cutting edge of where the markets are and how persons behave.