Research needed to guide marketers' use of cable

February 1982
Marketing News;2/19/1982, Vol. 15 Issue 17, p20
Trade Publication
This article states that marketers need the help of research to decide the proper use of cable television. Marketing research is an important tool for marketers to decide what they are going to sell on cable TV, how they are going to sell it, what they are going to sell it for, and when they are going to sell it. It is worth noting that cable brings specialized programming to narrowly defined audiences. The advertiser can zero in on the viewer, aim at smaller and more specified numbers, target the commercial, and design appropriate advertisements.


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