heating cable was before my time but i remember watching a youtube vid of a guy setting up a homemade rack system made of a wire shelving unit and heat cable. he looped the heat cable back and forth across the wire shelves several times like this (but the long way i think):
so when AP replied to u and said that the heat cable runs at 7watts per foot, the same as comparable heat tape - u are actually using more cable by looping or weaving it back and forth several times. so u might be be running it 14, 21 watts or more per feet to create a substantial width for a hotspot.
Edit: i have also seen peeps using heat cables in display enclosures w/ branches, etc. to mimic a vine or whatever to act as a heating decor.