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| Genre/Form: | Congresses |
|---|---|
| Document Type: | Book |
| All Authors / Contributors: |
Rajeev Batra; Rashi Glazer; Columbia University. Center for Telecommunications and Information Studies.; Coopers & Lybrand. |
| ISBN: | 0899304060 9780899304069 |
| OCLC Number: | 18780242 |
| Notes: | 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. |
| Description: | x, 189 p. : ill. ; 24 cm. |
| Contents: | 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. |
| Responsibility: | edited by Rajeev Batra and Rashi Glazer. |
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