The effectiveness of cinema advertising in Hong Kong

Cinema advertising offers a relatively less cluttered environment for advertisers to present their message to a captive audience.

The Effectiveness Of Cinema Advertising In Hong Kong

Gerard Prendergast and Chan Lai Wah Hong Kong Baptist University

Introduction

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...

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