This analysis reveals audience perceptions of cinema advertising, highlighting its advantages and limitations.
Abstract The use of theatre screens as a valid advertising medium has not been fully utilized by American advertisers. This medium is discussed in terms of its advantages and limitations, and a profile of audience demographics and psychographics is provided. Research data on recall and patron attitudes regarding use of the medium as well as the attitudinal effects of its use on products are included.
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Keith F. Johnson (1981) studied this question.
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