Cable TV Advertising: In Search of the Right Formula


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

Includes content by:
  • Rajeev Batra
  • William Battino
  • James Depalma
  • Roland T. Rust
  • Naveen Donthu
Publisher: Place of publication:
  • New York
Publication year:
  • 1989


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