CONCLUSION
Today the television industry and particularly local cable marketing is being conducted under an outmoded conceptualization of the media environment. Perceptions of cable television's shortcomings relative to broadcast television no longer correspond to reality. However, this analysis has brought to light some serious shortcomings in terms of the appeal of cable versus broadcast television as an advertising medium. Examining the demographic characteristics and spending behaviors might help reveal any other 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 But at the present time television advertising strategy may be more a function of tradition and outdated beliefs than of systematic analysis of the contemporary media environment.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.
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