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.
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