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in some time periods. Spot advertising is also considerably cheaper on most cable stations, while local cable is the most affordable television advertising vehicle available. This makes TV a much more viable media option for smaller advertisers with limited budgets and those interested in targeting their commercials to a well-defined target audience. Also,

Exhibit 11-5 New York Interconnect promotes its targeting potential to advertisers

Exhibit 11-6 CNBC has become the leader in business news and has a very affluent viewing audience

IMC PERSPECTIVE ll-3

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