Marketing on Television, Broadcast? or Cable?

MARKETING ON TELEVISION BROADCAST? OR CABLE? INTRODUCTION The focus of this issue analysis is on the television industry. Historically television's success has depended upon its ability to attract both audiences and advertising dollars. Presently, broadcast television continues to attract the bulk of television advertising dollars. Cable television, continues to grow and gain market share and is now slowly emerging as a significant and important advertising medium. Although both the cable and broadcast television industry have …

…issues I may have overlooked in this study. This data could be employed to analyze whether the different media are in fact being employed to maximum effectiveness. But at the present time television advertising strategy may be more a function of tradition and outdated beliefs than of systematic analysis of the contemporary media environment. Further research and discussion on these issue are necessary if they are to be resolved successfully. Written by Lee Parsi on 4/28/2004