It's critical to know exactly what your marketing video's call to action is before you begin writing. What does the company want people to do after they see the television commercial? For a small business, perhaps your goal is simply to raise brand awareness or to provide potential customers with contact information (for instance, a phone number or web URL). If you're working with a large and well-known corporation, you might be focused on introducing a new tagline. Calls to action are determined by the company's target audience (also known as the target market); who are their potential customers, and what would they respond to most in a video commercial.