search query: @indexterm cable television / total: 54
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| Author: | Katz, H. E. Lancaster, K. M. |
| Title: | How leading advertisers and agencies use cable television. |
| Journal: | Journal of Advertising Research
1989 : FEB-MAR, VOL. 29:1, p. 30-38 |
| Index terms: | ADVERTISING MEDIA CABLE TELEVISION |
| Language: | eng |
| Abstract: | Though 51.2 percent of all US TV households subscribe to a cable, the cable TV industry only commands 4.2 percent of total US advertising revenue. A survey was conducted among the top 225 advertisers and advertising agencies to investigate the perceptions and uses of cable TV by their executives, to determine systematically when and why cable TV advertising is used. |
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