본 연구는 다매체 출현의 매체 환경 변화 상황에서 케이블TV 광고가 광고매체로서 어떠한 차별화된 이익을 제공할 수 있는 지 케이블TV 광고의 광고매체 속성과 이러한 속성으로 인해 얻게 되는 집행 결과를 광고 제품 속성을 결정하는 데 주로 사용되는 수단-목적 사슬 연결을 통해 분석하였다. 분석 결과, 가장 높은 빈도를 보인 레더링은‘세분화된 시청자를 가진 속성으로 목표소비자에게 광고 도달이 가능하게 하는 것’이었다. 두 번째로‘높은 광고 노출 빈도 속성이 높은 광고 집행 빈도를 만들고 제품 인지도를 증가시키는 것’이 장점으로 평가되었으며,‘저렴한 광고비용이 높은 광고 집행 빈도와 저렴한 매체 시간 구입을 가능하게 하는 것’이 또한 중요한 속성-결과 연결로 평가되었다. 그 이외에‘풍부한 표현력과 세분화된 시청자가 제품 인지도를 증가 시키는 것’도 의미 있는 레더링으로 평가되었다.This study examined the characteristics and evaluation of cable television as advertising media based on a means-end chains analysis. By so doing, the study was able to clarify the benefits which are offered to advertising practitioners by using cable television as advertising media and their evaluation on the results of the advertising practices.It was found that the laddering with the highest frequency included, 'the capability of cable television advertising to reach the target consumers precisely thanks to the audience segmentation.' This laddering is followed by the evaluation which indicates that the capability of cable television's high exposure to segmented consumers brings a high advertising performance and enhanced recognition of products. The evaluation that low prices of cable television advertising lead to high advertising implementation and the purchase of low advertising time was also found to be a significant characteristic.With the analysis of means-end chains, it can be concluded that cable television is characterized as having efficient and segmented audience, being effective to small-sized advertisers, and being flexible in synthesizing advertising effects with other media. However, low media ratings, low credibility in messages, and low quality of program contents were also discovered as part of negative evaluation.