ment had expanded its role of monitoring advertising. Cigarette ads were banned from television and billboard use was restricted. As the nation moved through the turbulent 1960s and into the 1970s, television became an ever more powerful medium for advertising, and marketers began to take advantage of computer power to build effective direct mail campaigns. Electronic data processing contributed significantly to the rise of the research specialist in American advertising (19).
The 1980s saw an increase in fragmentation as marketers sought to target their message to specific groups and even individuals. Demographics became more important than household size, and the advent of cable television meant that viewers had more selections than ever before, with network advertisers finding that they were losing audience share to other programs. Home computers and the information superhighway offer eve
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