274 CHAPTER 8 MEDIA PLANNINGCinema
As is the case with TV, cinema benefits from the audio-visuality of the message, having a
greater impact on the audience. The impact of cinema advertising is even increased by the
fact that the audience pay much more attention to the message than in any other circum-
stances, while distraction is less likely to occur. The surroundings and context further add to
the value of the message, because of the mood and expectations of the audience. As will be
discussed later in this chapter, a positive mood can lead a viewer to process all incoming
information more positively than when the viewer is in a neutral or a negative mood. Going
to the cinema is fun; people have a lot of expectations and are, in a sense, quite excited.
This can lead to more positive processing of the advertising messages. Another important
advantage of cinema advertising is the fact that this medium is fairly selective to a young
and upmarket audience. Furthermore, this audience seem to like cinema advertising, and
consider it as a part of their cinema visit that cannot be missed.^44
The disadvantages are that the potential reach is limited, and that the speed and frequency
of reaching the audience are very slow. The lifetime of a message is very short. Furthermore,
relatively high production costs are encountered.Radio
The major benefit of radio advertising is that potentially a lot of people can be reached.
Furthermore, the production costs are low and radio is a very dynamic medium. Different
people (not only in terms of demographic characteristics, but also in terms of lifestyle etc.)
seem to listen to different radio stations, making it a selective medium for targeting a specific
consumer group.
Limitations are that the lifetime of a message is very short and that people use the radio as
background noise. The latter means that the potential attention that will be paid to a message
is fairly low.2004, in Spain 2 601 972 were broadcast, in Germany 1 255 084, in France 2 002 739 and in Italy 1 415 507.^40
Not surprisingly, consumers are not too keen on this and some of them start rejecting ads. A segmentation that
seems to enjoy some consistency across studies classifies TV viewers into ‘acceptors’, ‘rejectors’, ‘players’ and
‘uninvolved’ on the basis of their answers to statements such as:^41- I find TV advertising interesting and quite often it gives me something to talk about.
- Nearly all TV advertising annoys me.
- I find some TV advertising is OK but I think quite a lot of it is devious.
- Quite often I find TV advertising more entertaining than the programmes.
Studies in 1996 and 2001 describe these segments as follows: Players form the largest group (between 35%
and 50%) and want to be entertained and challenged. They do not have a negative attitude towards advertising as
long as it is good advertising. Acceptors (between 19% and 22%) think TV advertising is interesting, moderately
entertaining and rarely annoying. Uninvolved (between 11% and 23%) do not think TV advertising can be considered
as interesting, entertaining or involving. Rejecters (20%) feel TV advertising is annoying, is not interesting or enter-
taining at all and is often devious.^42 Unfortunately, the latter group is an interesting target group for marketers since
they seem to have considerable spending power. Are TV rejectors a lost group for advertising? For TV advertising:
yes. For advertising in other media: no. Indeed, 56% of the TV rejectors and 60% of the TV uninvolved appear to
be acceptors or players for press advertising, while 38% of TV rejectors and 46% of TV uninvolved are acceptors
or players for radio advertising.^43 Therefore, an easy solution seems to be to combine TV advertising with other
media such as press and/or radio.
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