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David answered on
Dec 21 2021
The Effectiveness of Pre-Release Advertising for Motion Pictures 1
The Effectiveness of Pre-Release Advertising for Motion Pictures
The Effectiveness of Pre-Release Advertising for Motion Pictures 2
Introduction:
Consumers like you are changing the way they use media, and those changes are creating
an entirely new world of advertising. Recent studies show that many consumers often use more
than one potential source of advertising at the same time. While watching television, 67 percent
of young consumers also use the Internet, 66 percent sometimes read a magazine, 56 percent are
instant-messaging, and 34 percent are listening to the radio. While this means consumers may be
exposed to many more ads, it also suggests that consumers may not be paying close attention to
them. As a result, advertisers are adding attention-getting media such as Internet promotions,
direct mail, and events to their campaigns, using technology to personalize their messages, and
integrating their ads with the media.
Technology is also allowing advertisers to match messages with consumers' personal
interests. By 2007, 50 percent of the nation's households are expected to have personal video
ecorders like TiVo, which enable viewers to specify the type of programs that should be
ecorded. Personalization software will enable an advertiser to insert ads that are specific to the
viewer of that television. So if parents typically watch a different television than their children,
the ads on the two TVs are likely to be different even if the same program is tuned in.
One of the newest forms of advertising, however, is the integration of the message
directly into the programming or a product. Using the same technology that places the yellow
first-down line on the television screen when you watch football games, ESPN's coverage of
aseball games lets television viewers see virtual ads that appear to be on the backstop behind
home plate, invisible to players and fans at the game. Similarly, BMW puts its logo and virtual
vehicles on soccer fields during half time and
eaks of matches
oadcast on television.
The Effectiveness of Pre-Release Advertising for Motion Pictures 3
Advertising in Motion pictures:
The motion picture is considered to one of the most crucial industry in US as it is
considered to be one of the most important factors that contributes to the economy of the country
as well as the culture. Advertising is considered as one of the biggest marketing expenditure
which helps in attracting more and more viewers for the movie. The movie advertisement helps
the viewers to associate themselves with the film which helps in enhancing the revenue
generated from the movie.
Movies have never been separated from their advertising since cinematic devices were
first imported. Movie ads had penetrated widely into Americans everyday life by the 1920s, with
oth the variety of their formats and their placement increasing. Not only did people see ads for
goods (such as soaps and cosmetics) and companies (such as publishers and department stores)
on screen,1 but, both inside and outside cinema playhouses, they also experienced an
environment where it would be hard to avoid posters, fliers, and ads in periodicals. Posters
appeared on walls in movie houses, ba
ers, public baths, banks, train stations, trains, shops, and
private houses, and fliers were scattered on the streets of shopping and amusement areas.
Pre-release advertisement highly affects the movie and the revenue that is generated from
the movie business.
Research Methods:
Research is very important as it helps in providing knowledge as well as skills that are
needed for quick decision making.
It is important to determine the way that the research will be conducted and the method
that will be used for conducting the particular research. Saunders et al (2007) through a proper
The Effectiveness of Pre-Release Advertising for Motion Pictures 4
esearch approach the researcher is able answer the research question appropriately and analyzes
the data accordingly so that proper research is made. The researcher also takes into consideration
literature review which forms the base for conducting the research. The research that is
conducted by the researcher includes quantitative as well as qualitative research. Quantitative
esearch is known as deductive approach whereas qualitative research is known as inductive
approach. Both these researches are important as they help in analyzing the particular problem.
Quantitative research focuses on collecting primary data, whereas the qualitative research
focuses on
inging into picture different theories that helps in supporting the primary data
collected and analyzing the data accurately.
In this paper, the research method that will be cross sectional research method which is
also known as social survey design which will focus on conducting research on the basis of
questionnaire, and survey, we will also focus on conducting online surveys. It helps in
inging
into picture the present picture and condition of the research that is being conducted. It helps in
analyzing the needs and demands of the particular factor that has been taken into consideration
for research. Bryman and Bell (2007) This strategy of research will help in
inging into picture
different perception, needs and demands of the consumers of Singapore as well as the retail
outlets focusing on using social media as a mode to attract more and more consumers. The
survey can be conducted for a differed people of different age group in Singapore, who will
selected at a random basis and will be contacted using online survey method as well. This will
help in
inging into picture the attitude of the consumers as well as the retailers. This will help
in
inging into picture, different facts of the people which will include the belief, opinion,
perception, interest, attitude and behavior of the consumers in the usage of social media.
The Effectiveness of Pre-Release Advertising for Motion Pictures 5
Through this strategy the researcher would be able to be more oriented towards the intensive and
longitudinal study of the particular topic.
Research instruments:
Data collection for this particular project is very important. The data can be collected by
two different means i.e. Primary data collection and secondary data collection. Both these
methods of data collection are important so as to have a proper knowledge about the research
that is being undertaken.
Collection of primary data for the particular research will be undertaken by using
different qualitative as well as quantitative technique which will include in depth interview of the
employees, questionnaire and participative observation.
Data collections instruments for the primary data collections are questionnaires and
personal interview the questionnaire used are mostly structured but also contain some
unstructured question data collection method.
Qualitative Method: the researcher is likely to conduct qualitative techniques for data
collection. This will include in depth interview of the viewers of the cinema.. It is more of
conversational than structured.
Data collection method would be primary research. Primary data collection would
involve both structured questionnaire and personal interview from the targeted audience.
For the primary data we are conducting a survey based on the set of questionnaire and
interviewing some expert persons in this arena. For primary data collection we have a defined set
of people or sample.
The Effectiveness of Pre-Release Advertising for Motion Pictures 6
Questionnaire:
Questionnaire is an important mode of collecting data; these are designed so as have the
knowledge about the research question that has taken place. The questionnaire was designed with
structured with open end as well as dichotomous and multi choice questions.
(Saunders et al 2007). The data that is collected should be characterized by their
abstractness which states the metaphorcalism of the data, verifiability which states the
trustworthiness of the data, elusiveness which relates to the speed at which the data is collected
and closeness to the phenomenon. Measurements scales that are used in the questionnaire are
simple category scales, multiple choice single response scale, likert scale summated rating &
numerical scale.
The questionnaire also contains different investigative questions. ‘Investigative questions
are the questions which are required to be answered by the researcher so as to a
ive at a
satisfactory conclusion about the research conducted. To formulate them, the researcher took a
general research question and
eaks it into more specific questions about which to gather data.’
(Donald, 2006)
We focused on getting the questionnaire through mail. We sent the questionnaire to
different customers. We focused on getting approximately 280 movies and its weekly pre release
television advertising expenditure from Competitive Media Reporting.
PURPOSE OF STUDY- RELATIONAL (CAUSAL) the purpose of the study is to find
out different variables which will help in determining the effect of pre advertising of the movie
on the sale and...