Download free eBooks at bookboon.comMarketing Communications
Organizination And Management Of Advertising
Agencies And Advertising DepartmentsThe cinema is a very popular advertising medium in most countries. Cinemas sell commercial time
to agencies or advertisers. The cinema begins its programme with a showing of slides of advertised
products and this slide show is followed by commercials. The cinema may then show newsreels and
documentaries that may contain paid news item. There are also short promotional films or teaser trailers
of coming attractions.
ADVANTAGES OF CINEMA ADVERTISING
- It has the impact of outdoor advertising without the drawback of being stationary.
- It has sight and sound like television but with better quality.
- Cinema advertising has a true captive audience – since movie goers are usually in a positive
and receptive mood.
DISADVANTAGES OF CINEMA ADVERTISING
- Some movie goers may resent having to watch commercials.
- Patrons, being aware that commercials will be shown first take their time in showing up
and may be wandering into or around the theatre until the main feature begins.
RURAL MEDIA
In marketing to developing countries, marketers must understand the use of rural media. Mobile units
can be sent to areas lacking access to mass media. Such vehicles can play recorded music and advertising
messages over amplifiers or loud speakers attached to the vehicle roof tops.
A marketer can also attract an audience by arranging for some type of festival advertising held at a
temple, school, community hall, churches and mosques.
A free outdoor movie can be shown during the festival while advertising is broadcast through loudspeakers
to the captive audience.
Other forms of rural advertising exist in the form of a village or town cry out, the use of opinion leaders
to deliver the message in a festival or gathering and native talking drums that are peculiar to a particular
village, town or community environment.
STADIUM ADVERTISING
Stadium Advertising can also be used, especially in football stadia, because football is the most popular
and passionate sport in the world. Signs can be displayed on stadium walls around the field, the advertising
rules for outdoor advertising is applied.