详细书目
| 类型/形式: | Congresses |
|---|---|
| 文件类型: | 书 |
| 所有的著者/提供者: |
Rajeev Batra; Rashi Glazer; Columbia University. Center for Telecommunications and Information Studies.; Coopers & Lybrand. |
| ISBN: | 0899304060 9780899304069 |
| OCLC号码: | 18780242 |
| 注意: | 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. |
| 描述: | x, 189 p. : ill. ; 24 cm. |
| 内容: | Cable TV advertising : a strategic overview / Rashi Glazer and Rajeev Batra -- Cable television advertising : is the promise being fulfilled? / William Battino and James DePalma -- Programming holes : opportunities for cable networks / Roland T. Rust and Naveen Donthu -- Appendix : review of multidimensional scaling / Naveen Donthu and Roland T. Rust -- Discussion on chapter 3 : comments / Robert Maxwell and David Poltrack. Response / Roland Rust and Naveen Donthu -- The television viewing environment : implications of audience change / Dean M. Krugman -- Collecting ratings data for cable channels / Seymour Sudman -- When does greater program impact lead to greater advertising impact? / Rajeev Batra. Discussion on chapters 5 and 6 : comments / David Harkness, Jack Hill, and Jonathan B. Sims -- In-home shopping : impact of television shopping programs / W. Wayne Talarzyk -- Home shopping programs : how long should a product be on the air? / DongHoon Kim -- The pay-per-view experience : insights from a field experiment / Dean M. Krugman and Terry L. Childers. |
| 责任: | edited by Rajeev Batra and Rashi Glazer. |
标签
添加标签 目的是为 "Cable TV advertising : in search of the right formula".
争取是第一个!

