Effectiveness in individual media: Cinema

 

Cinema advertising offers a relatively less cluttered environment for advertisers to present their message to a captive audience. However, little is known about its effectiveness in countries such as ...

Describes a research project to investigate the differences between girls and boys, at different ages, in their attitudes to pocket money, brands, media and responses to advertising. Media investigate ...

A worldwide surge in cinema advertising expenditure underscores the need for additional research into the medium's impact and effectiveness. Proponents argue that among cinema's many virtues are its ...

Describes the industry measurement of the cinema and video audience, CAVIAR, now in its 14th year.

Product placement in motion pictures has grown enormously in recent years, but there is very little empirical research regarding its communication effectiveness. The few prior empirical studies have a ...

This article discusses the issue of cinema screen commercials and suggests that it should be considered within the context of movie theatre intermission time utilization, where the other alternatives ...

By 1984, the cinema audience had been almost wiped out by TV, tacky and vanishing theatres and some pretty bad films. Since then there has been steady improvement, thanks largely to the new multiplexe ...

An attitudinal study reveals that most consumers do not object to product placement in motion pictures and prefer it over alternative forms of on-the-screen promotional activities because it is consid ...

Against a background of a steady increase in smoking among high school students, the authors looked at the effects on this age group of the increased number of smoking scenes in modern movies. In two ...