TV is usually most effective especially for direct response. People respond quicker when they both see and hear the spot plus they are usually in a position where they can write down the number or the web site. The primary purpose of the spot is to get the viewer to call right then or go directly to the web site. People think that TV is more expensive than radio, but that is only because of the production costs of the spots. Media Buying Decisions does not create or produce commercials, however we will recommend firms that do and will help you oversee their work if you want. The better job you do in tracking who responded and when will help Media Buying Decisions make adjustments to your schedule to maximize efficiencies.