Cable is not an effective direct response vehicle.
The cable audience is fragmented due to the number of networks as well as cable penetration by market. Basically, the number of people you reach by placing spots on a cable network versus a broadcast station is much lower.
Cable works best as an inexpensive way to reach a different audience and build brand – it will never be our first (or second) recommendation for spending budget.
NEXT: BELIEF #8. MAXING OUT.