Cable TV advertising in search of the right formula edited by Rajeev Batra and Rashi Glazer.
Detalles de publicación: New York Quorum Books 1989.Descripción: x, 189 p. ill. 24 cmISBN:- 0899304060 (alk. paper)
- 659.14/3/0973 19
- HF6146.T42 C28 1989
| Imagen de cubierta | Tipo de ítem | Biblioteca actual | Biblioteca de origen | Colección | Ubicación en estantería | Signatura topográfica | Materiales especificados | Info Vol | URL | Copia número | Estado | Notas | Fecha de vencimiento | Código de barras | Reserva de ítems | Prioridad de la cola de reserva de ejemplar | Reservas para cursos | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Libro | Biblioteca Encarnación Valdés Colección General bev | 659.143 C115 (Navegar estantería(Abre debajo)) | Disponible | 80000000803299 |
Descripciones mejoradas de Syndetics:
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.
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.
Tabla de contenidos provista por Syndetics
- 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
Notas de autor provistas por Syndetics
RAJEEV BATRA is Associate Professor in the School of Business Administration at the University of Michigan. His research interests cover the consumer processing of advertising, emotional advertising, and repetition and budgeting issues.
RASHI GLAZER is Associate Professor in the Graduate School of Business at Columbia University. He founded a communications company specializing in innovative educational and commercial applications of video-based technology. His articles have appeared in publications such as Marketing Science , Journal of Consumer Research , Journal of Marketing and Journal of Business Research .