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CASE STUDY: Drawing Conclusions- Cinema Advertising Research

Provided by Digital Cinema Media
We undertook a qualitative research study to observe the effects of advertising recall: Multi-tasking Vs Single-tasking.

What was the Challenge / Background of the Campaign?

Research was undertaken to prove that cinema advertising is recalled with significantly more detail and deeper understanding than other media advertising

What was the Campaign Objective?

To prove and understand (with the help of professional behavioural psychologists) how advertising at the cinema is recalled with significantly more detail and deeper understanding than other media advertising

What was the Solution?

We used ethnographic research techniques to observe behaviour on a typical evening at two homes, and invited three groups (all groups were 20-30 year old ABC1s) to watch a new film at the cinema. None of the groups were aware they were going to be asked about advertising. We asked the groups to draw the ads they could remember after their evenings. We consulted psychologists and analysed a popular ad model to help us understand the responses

What were the Results?

Single-tasking, (e.g. visiting the cinema), often has its own etiquette which drives people to conform to appropriate behaviour, in this case being attentive, quiet, with no distractions. This means that people have focused attention. Their ability to remember what they see is improved because they are not being distracted by other things. Secondly, the high level of arousal the cinema experience creates (surround sound and visual) elicits emotion in the individual which increases their ability to recall what they have seen. See PDF for many more in-depth information.

What were the Key Learnings of this Campaign?

Cinema is arguably the sole single-task media experience, and such an experience provides a number of advantages to advertisers seeking stand out in today's multi-media, multi-tasking world. Cinema is the only unadulterated single-task medium left. Cinema etiquette is both social (no talking) and personal (paying attention, thinking, absorbing). Ad recall is significantly more detailed following a single exposure in the cinema rather than in a multi-tasking environment. Advertising has the ability to communicate deeper brand meaning to audiences who are at the cinema.

BudgetReach & FrequencyTarget AudienceMedia Used
£0 to £50kA wide and varied audience
16 - 24
25 - 34
35 - 44
All adults
Both
AB
ABC1
C2
CINEMA
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
LondonAll YearBUILD AWARENESS
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