Magazine article Marketing

Switching on to the Right Screen

Magazine article Marketing

Switching on to the Right Screen

Article excerpt

Television is invariably the medium that gets picked on when other media are trying to promote themselves to advertisers and agencies. The cinema industry has carried out a series of cinema/TV comparisons.

The most recent of these was a study carried out during May in the Central Television area. It used a diamond engagement ring commercial from De Beers and was based on two groups of 18 to 35-year-olds. One group was made up of cinema goers who were recruited entering cinemas on a particular Friday evening. The other included those who would normally stay at home on Friday evenings and watch Coronation Street. Neither group was told the exact purpose of the research, nor that they were going to be re-contacted the next day. The featured ad was a 40-second one that had not previously been seen in the Central region. It was shown during the Friday evening episode of Coronation Street and in the cinema on the same night.

In the follow-up call the next day, the members of each group were asked what commercials they had seen the previous evening, both spontaneously (unprompted) and then with a prompt for the product group. …

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