Cable TV Advertising: In Search of the Right Formula

Synopsis

This volume brings together leading academic researchers and industry professionals to discuss the underlying factors that determine where cable TV advertising is today and what can and should be done in the future. The authors are united in their belief that cable TV advertising has not lived up to its original promise because key players--system operators, programmers, and advertisers--still act as if cable TV is an alternative to traditional mass audience broadcast rather than a fundamentally new and unique medium.

Additional information

Contributors:
Includes content by:
  • Rajeev Batra
  • William Battino
  • James Depalma
  • Roland T. Rust
  • Naveen Donthu
  • Rajeev Batra
  • William Battino
  • James Depalma
  • Roland T. Rust
  • Naveen Donthu
  • Robert Maxwell
  • David Poltrack
  • Roland Rust
  • Dean M. Krugman
  • Seymour Sudman
  • David H. Harkness
  • Jack Hill
  • W. Wayne Talarzyk
  • Donghoon Kim
  • M. Krugman
  • Terry L. Childers
Publisher: Place of publication:
  • New York
Publication year:
  • 1989