Buying cable time: how to get your money's worth. (cable TV time for political campaigns) From: Campaigns & Elections | Date: June 1, 1996| Author: Hutchens, Jon | COPYRIGHT 1996 Campaigns & Elections, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group.Copyright information

A surprisingly large number of campaign managers have misconceptions with regard to cable TV advertising. Political advertisers should not overlook cable TV as it continues to enjoy a growing share of viewership. By including cable TV in the total advertising buy, audience reach will not only be higher but more consistent as well. Cable is particularly useful for building message frequency among important target audiences and for reaching opinion leaders and information seekers.

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