Cinema Advertising
- 1 December 1981
- journal article
- research article
- Published by Taylor & Francis in Journal of Advertising
- Vol. 10 (4) , 11-19
- https://doi.org/10.1080/00913367.1981.10672780
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.Keywords
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