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Media Intelligence : 2008 Intelligence
THE CINEMA EFFECT EQUATION Brand health measures brand perceptions consideration the difference in brand perception and consideration for the two groups below demonstrates the “cinema effect” those aware of brand advertising ON CINEMA those aware of brand advertising on other media NOT INCLUDING CINEMA THE CINEMA BRAND PERCEPTIONS – THE CINEMA EFFECT EQUATION In relation to competitor brands, how does advertising in cinema eff ect the consumer’s perception of the brand? Base: Total Sample 14+, Jack Daniel’s asked of respondents 18+ Source: Millward Brown Is setting the trends 43 31 Offers something different to other brands 36 25 11 Is a brand you have a higher opinion of than other brands 35 27 aware of brand advertising, NOT INCLUDING CINEMA (n=15024) g THE CINEMA EFFECT Those exposed to cinema advertising show more favourable results across all brand measures. Consideration for the brands also increases among those who have seen advertising in cinema. Source: Millward Brown n=15,024, n= 5,581 Strongly agree/agree Particularly appeals to you Is a brand you want to be seen buying or using For people like you Is setting the trends Is a brand you have a higher opinion of than other brands Is growing more popular Is a popular brand It would be my first choice/I would seriously consider it THE CINEMA BRAND PERCEPTIONS – THE CINEMA EFFECT EQUATION Cinema advertising delivers brand appeal. Base: Total Sample 14+, Jack Daniel’s asked of respondents 18+ Source: Millward Brown Particularly appeals to you 43 33 Is a brand you want to be seen buying or using 40 31 For people like you 54 45 aware of brand advertising, NOT INCLUDING CINEMA (n=15024) 9 ... generating greater Relevance among this group … aware of brand advertising, INCLUDING CINEMA (n=5581) MEDIA Trends + Strategy 73 9 Seen cinema Not seen cinema Cinema effect advertising 43 40 54 43 Offers something different to other brands 36 35 48 77 56 advertising % difference 33 31 45 31 25 27 36 72 48 the cinema effect % difference 10 + 10 + 9 + 9 + 12 + 11 + 8 + 12 + 5 + 8 appeal for brands higher among those exposed to cinema advertising cinema also working beyond other media types to generate a positive brand image that people want to be seen associated with the cinema effect % difference 12 “the cinema effect” advertising in cinema seen to create the image of innovative brands in the minds of consumers brands with cinema presence are seen to deliver on attributes above the competitive offering 8 the big screen lending to the perception of superior, quality brands aware of brand advertising, INCLUDING CINEMA (n=5581)