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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.

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