Cable TV advertising : in search of the right formula /

Cable TV advertising : in search of the right formula /

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Bibliographic Details
Imprint:	New York : Quorum Books, 1989.
Description:	x, 189 p. : ill. ; 24 cm.
Language:	Spanish
Subject:	Cable television advertising -- United States -- Congresses. Cable television advertising. United States. Conference papers and proceedings.
Format:	Print Book
URL for this record:	http://pi.lib.uchicago.edu/1001/cat/bib/992946

Hidden Bibliographic Details
Other authors / contributors:	Batra, Rajeev Glazer, Rashi Columbia University. Center for Telecommunications and Information Studies Coopers & Lybrand
ISBN:	0899304060 (alk. paper)
Notes:	Papers presented at a conference held 5/87 and co-sponsored by the Center for Telecommunications and Information Studies of Columbia University's Graduate School of Business and the firm of Coopers & Lybrand. Includes index. Bibliography: p. [171]-180.

Table of Contents:

Preface
Industry Analysis Cable TV Advertising
A Strategic Overview Cable Television Advertising
Is the Promise Being Fulfilled?
Programming Holes: Opportunities for Cable Networks
Discussion on Chapter 3 Implications for Advertising
The Television Viewing Environment
Implications of Audience Change Collecting Ratings
Data for Cable Channels When Does Greater Program Impact
Lead to Greater Advertising Impact?
Discussion on Chapters 5 and 6
New Horizons In-Home Shopping: Impact of Television Shopping Programs
Home Shopping Programs: How Long Should a Product Be on the Air?
The Pay-per-View Experience: Insights from a Field-Experiment
Bibliography
Index