1. Why, in your opinion, is viewership of cable TV growing rather dramatically at the expense of network TV?
2. What effect, in your view, will personal video recorders (of the TiVo variety) have on television advertising effectiveness, say, 10 years from now?
3. What are your thoughts about brand placements in TV programs? Do you find these placements irritating or do you accept them as simply part of the programming landscape? Do you think they influence your attitudes toward advertised brands and purchase behavior?
4. Offer your thoughts about the likelihood that portable people meters (PPMs) will serve to effectively track people’s listening and viewing behaviors when they are away from home.


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