Advertising In The Environment Of Movies, A Literature Study

Abstract

While it is common practice to interrupt various programs – even movies – on our television sets for advertisement breaks, the same could be inconceivable for the average person in a movie theatre setting, or in a home movie watching scenario where the interruption would come in the middle of a previously purchased (or one provided through a subscription based streaming service) movie. The relevance of this scientific problem is that movies and the interest they generate in either mass or niche segments of consumers represent an excellent opportunity for any company to use in the development of their promotional campaign. The reason for this opportunity is that movies themselves are already equipped with many unique features (examples being the genre or the talent involved on either side of the camera) that aid tremendously in the practical implementation of targeted marketing, as in many cases they too are aiming to attract certain consumer segments. The main purpose of the literature study is to sort the various seemingly ordinary advertisement methods by the types of movie mediums they are attached to, to showcase their main features, possibilities and restrictions which was conducted by summarizing the arguments and counterarguments within the scientific discussion on the topic. The systematization of literary sources and approaches indicate that we are witnessing the effects of the changing movie consumption mechanisms – which mostly occur due to technological changes – on the advertisements that are bounded to them. Last, but not least, through the reassessment of previous studies, we aim to measure the effects of advertisements coming from various mediums and newer solutions have had on consumers, what is the consensus on them in the current scientific discussion and how these might have changed over the past years. The results of the study can be useful for content creators and marketers to have a better grasp on how they could and should approach various kinds of consumer markets. All the while it will serve as one of the main pillars in a future empirical research on consumer behavior regarding movie consumption. Keywords: consumer behavior, cultural marketing, movie consumption, advertising.

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“…It is a strategy that may require further exploration or refinement to maximize its effectiveness. According to Adam and Balazs (2019), the effectiveness of an advertisement in movies depends on the timing of its placement. Their research suggests that displaying advertisements before a movie starts provides an advantage because attendees are in an above-average receptive state.…”