Cinema Advertising Re-Considered
Michael T. EwingErik du Plessis andCharles Foster
As an advertising medium, cinema has traditionally been favored by local retailers and service providers. However, a number of recent developments have impacted positively on the medium's future position in the mix. First, television advertising, particularly network television, has come under scrutiny (see, for example, Rust and Oliver, 1994), leading advertisers to search for alternative media to complement television. Second, television-style (as opposed to still/slide) cinema commercials have been well received by U.S. audiences in the markets where they have been introduced. Third, a growing list of...