Ships from/sold by Buy.com
See All Buying Options
advertisement
Earn Super Points: Write a Review
Sorry, this selection is currently unavailable.
Cable TV Advertising: In Search of the Right Formula 1 of 1
$121.29  + Free Shipping
EARN 122 RAKUTEN SUPER POINTS™ Super Points
What are Rakuten Super Points™?
Get rewarded when you shop! Earn 1 point per dollar spent. That's like getting cash back on every purchase. Easy to see matured points in checkout. Use points just like cash.
Learn More
FORMAT: Hardcover
CONDITION:  Brand New
IN STOCK: Usually Ships within 24 hours
1 New
from
$121.29
See all sellers
45 day return policy
Share
promo
 
Description
 

Product Details:

Format: Hardcover
ISBN-10: 0899304060
ISBN-13: 9780899304069
Sku: 36497929
Publish Date: 5/1/1989
Dimensions:  (in Inches) 9.75H x 6.5L x 0.75T
Pages:  199
Age Range:  NA
 
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. If the industry is to realize its promise, the contributors argue, it will happen only in light of a fundamental reassessment of its strategic position within the overall communications and information-technology environment. Taken together, the chapters presented here offer both new insights to industry professionals and new research ideas to students of cable communications. The chapters are organized into three sections around the themes of industry analysis, implications for advertisers, and new developments. In the first section, the editors present a strategic overview of cable TV advertising followed by an assessment of its current status and an examination of programming opportunities for cable network. The second group examines such issues as the television viewing environment, collecting ratings data for cable channels, and the relationship between program impact and advertising impact. Concluding chapters offer a look at new horizons in cable TV advertising, including in-home shopping programs and pay-per-view programming. *Author: Batra, Rajeev/ Glazer, Rashi *Binding Type: Hardcover *Number of Pages: 199 *Publication Date: 1989/05/19 *Language: English *Dimensions: 9.42 x 6.24 x 0.84 inches
From the Publisher:
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.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.
Product Attributes
Product attributeBook Format:   Hardcover
Product attributeNumber of Pages:   0199
Product attributePublisher:   Praeger
Advertisement Bottom