The Effectiveness Of Cinema Advertising In Hong Kong
Gerard Prendergast and Chan Lai Wah Hong Kong Baptist UniversityIntroduction
Cinema advertising is 'the presentation of individual messages on movie theatre screens in a distinct and discreet fashion' (Austin 1986). Trailers for upcoming movies (Hume & Magiera 1990), short movies of public interest and traditional on-screen commercials (Secunda & Nebenzahl 1995) are regarded as cinema advertisements. The cinema is a highly impactful and effective advertising vehicle in the media mix...