MARKETING COMUNICATION- exam questions - Essay Example

Cinema Advertising Cinema advertising is a medium to promote a product in order to create awareness among the consumers. Cinema advertising presents slide promotion and at times it also offers rolling stock alike to a television commercial. A few theatres present lively digital publicity opportunities in place of slide advertising in the theatre hall (Victor, 2006). The Cinema Advertising Association (CAA) represents the two UK cinema advertising related contractors, Digital Cinema Media (formerly known as Carlton Screen Advertising) and Pearl & Dean which provide advice on various issues related to regulation, research and production.

The CAA ensures that all UK cinema commercials are according to British Codes of Advertising (BFI, 2010). Pearl & Dean in the UK controls around 19.9% sites of UK cinema. It includes prominent operators of multiplex such as Showcase, Empire, AMC and Apollo (Getmemedia, 2009). In the UK, there are over 3000 screens showing cinema. Production cost related to cinema adverting is quite low. For example, Pearl & Dean presents tow types cinema advertisements related production for small businesses of the local area (Marketingdonut, 2011).

Television Advertising Television advertising allows the advertisers to inform a large audience about a business, service or product. . An effective television advertisement requires a good script that emphasizes a powerful offer. Furthermore, advertisements should be efficiently produced and for this reason it is often better to appoint an advertising agency, which helps to organise an entire operation (All Business, 2011). Advantages of Cinema Advertising: Cinema advertising is designed to target a specific audience and can actively attract the 100% attention of the audience The Digital projector provides high impact on images and sounds, thus the message can be conveyed effectively to the potential customers The cost of cinema advertising is inexpensive; the advertisement can be shown at all possible cinemas or just one local cinema depending upon the budget of an advertiser (NBS Studio, 2010) Advantages of Television Advertising: Television advertising helps to reach large number of audience in a short period of time than radio and local newspapers Message is delivered with picture, sound and action that can provide instant credibility to business.

It provides an opportunity to be creative and adds a personality in a business, which can be mainly useful for small businesses that depend on repeat customers (All Business, 2011) The advantages of both cinema and television advertising have been discussed above, however depending upon the target customer the advertising media can be selected. The market segmentation is an important factor while taking an advertising decision. If the company is targeting the mass market than it is better to go for television advertising and if it decides to target a specific customer segment for luxurious product than the cinema