TITLE

Research needed to guide marketers' use of cable

PUB. DATE
February 1982
SOURCE
Marketing News;2/19/1982, Vol. 15 Issue 17, p20
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
19002938

 

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