Measuring the effectiveness of cinema advertising

<p>Currently cinema is one of the most popular entertainments and also it is a demanded media channel for advertising of different goods and services on the market. Meanwhile due to the significant advertising budgets of modern companies, measuring the effectiveness of cinema advertising is becoming the urgent issue for the companies, which determining the economic justification for advertising. In this case the problem of this study is that the performances of measuring cinema advertising effectiveness insufficiently studied. The purpose of this study is to determine performances of measuring cinema advertising effectiveness to promote products and services. The theoretical object is cinema advertising, the empirical object &ndash; cinema visitors in Moscow. The subject of this study - criteria for cinema advertising effectiveness to promote products and services. During this study the following criteria for cinema advertising effectiveness were formulated: viewing and memorizing of advertising before the film, intention of the audience to make a purchase of goods or services, which were advertised before the film and attitude toward cinema advertising among its audience. To measure the effectiveness of cinema advertising author prepared a questionnaire and conducted a field study. During the study 70 respondents were interviewed and study revealed that the majority of respondents - 66% answered that they saw advertising before the film. The most memorable commercials were movie trailers, MTS and Mercedes Benz advertising. The highest percentage of respondents expressed the intention to visit one of the movies, which advertising was shown before the film. Also respondents&#39; attitude toward cinema advertising was investigated: the majority of respondents (64%) agreed with the statement that cinema advertising has quality sound and picture. Almost half of respondents (47%) agreed that cinema advertising is less intrusive than traditional advertising. Also in the study some hypotheses, which were formulated on the basis of the identified problem areas, were tested. The study confirmed the hypothesis that young people better remember advertising in cinema, than older people, and also partially confirmed the hypothesis that before more entertainment movies such as comedy, audiences are more positive and better relate to advertising before the film. Meanwhile the hypothesis that cinema advertising of premium goods and services is remembered better than advertising of mass goods and services was refuted. &nbsp;Also hypotheses that viewers perceive the duration of cinema advertising more than the actual duration, and that viewers who visit the cinema in the first week of the screening remember the commercials better than those who attend the film in other weeks, were refuted.</p><p>Based on these results, the author made ​​recommendations for the practical application.</p>