We undertook a qualitative research study to observe the effects of advertising recall: Multi-tasking Vs Single-tasking.
Research was undertaken to prove that cinema advertising is recalled with significantly more detail and deeper understanding than other media advertising
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
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
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.
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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.