Recall of preshow cinema advertising: A message processing perspective

摘要

In a time when the growth of traditional advertising is declining, out-of-home (OOH) advertising has become a prominent component of advertising plans. Despite this prominence, OOH advertising is often plagued by inattentiveness and incidental exposure making it even more important to link theoretical frameworks on advertising effectiveness to actual marketplace data. To assess the effectiveness of this increasingly important media, we take one context, cinema advertising, and, using the message response involvement theory, we test several hypotheses surrounding consumer motivation, opportunity, and ability to process advertising. Our results were generally consistent with the message response involvement theory indicating that higher rates of recall for cinema advertising were found when motivation and opportunity to process advertising is high. Higher rates of recall were also found with other movie-going behaviors such as consuming concessions and with whom you attend the movie.