Cable Television: Getting connected to cable - IPA Effectiveness Awards Case Study 1996

Brief Description: New national brand, Cable launched in 1996, paper describes the industry and finances in detail. Investment expected to reach £12m by end of decade. By 1995 penetration was 22% rather than the projected 45% for end of decade, cable shares underperforming and the City skeptical. New marketing campaign executed in 1996, positioning the cable brand as a delivery method providing homes with information and entertainment. Campaign was well received in the City with a decline in negativity about cable operators and evidence that approx. 10% of interest shown was being converted to subscriptions ;---(TAGS)--- Full Title: The Cable Communications Association ; Number: 1996/108 ; Brand Name: Cable Television ; Client: Cable Communications Association ; IPA_ProductCoding: Media (TV cable/satellite services) ; Agency: J Walter Thompson ; Author: Terry V. Bullen ;