A Pioneer Media Survey - Based On qualitative Research And New Customer Theory
Poul Moller Dansk Reklame Film, DenmarkChristian Alsted Alsted Research, Denmark
BACKGROUND
To understand this piece of research, a brief background of cinema advertising in Denmark is called for. Unlike a number of other countries, Denmark along with Norway and Sweden had cinema advertising as the only audiovisual media until seven years ago. 1988 saw the first commercial TV station in Denmark. Norway and Sweden soon followed.
While cinema advertising in some countries sank into oblivion, it maintained an extremely high image in Denmark among...