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| Author: | Ewing, M.T. Plessis, E. du Foster, C. |
| Title: | Cinema advertising re-considered |
| Journal: | Journal of Advertising Research
2001 : JAN-FEB, VOL. 41:1, p. 78-85 |
| Index terms: | ADVERTISING EFFECTIVENESS ADVERTISING RESEARCH FILM INDUSTRY |
| Language: | eng |
| Abstract: | A worldwide surge at 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 abilities to reinforce and complement other media. To explore this contention empirically, a study of commercials launched simultaneously on television and in cinema is reported here. |
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