Grabbing attention with a live commercial in movie theatres : Case Dumle
Salminen, Päivi (2010)
Salminen, Päivi
HAAGA-HELIA ammattikorkeakoulu
2010
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2010052510417
https://urn.fi/URN:NBN:fi:amk-2010052510417
Tiivistelmä
The objective of the thesis is to study how a live commercial can grab cinema audience's attention in a positive way. A live commercial done for Fazer's Dumle chocolates in January 2009 was studied. This was the first live commercial in Finnish movie theatres. Hence, recommendations for future live commercials are an important part of the research.
The theoretical framework was based on literature about sales promotions, especially non-price promotions.
The research method was qualitative. Data was collected mainly with thematic interviews. First, industry experts were interviewed on non-price promotions. Themes from the theoretical framework were applied to a local context. Second, the same industry experts and other stakeholders were interviewed with thematic interviews regarding the Dumle live commercial. Case study was applied to studying the live commercial case. Its documentation included also questionnaire responses from eight moviegoers, a press release and a promo-tion report on the case.
The results indicated that a live commercial can grab cinema audience's attention in a positive way. Sampling was seen as a good addition to the live commercial. Important circumstances to take into consideration were identified and recommendations for future live commercials were made. The results were compared to an outside attention-value study made of the Dumle live commercial, and the attention-value study's results supported the findings of the thesis research.
In conclusion, live commercials can be recommended as an inventive way to grab movie audience's attention to a brand, as long as the product is suitable for the target group and the circumstances are right.
The theoretical framework was based on literature about sales promotions, especially non-price promotions.
The research method was qualitative. Data was collected mainly with thematic interviews. First, industry experts were interviewed on non-price promotions. Themes from the theoretical framework were applied to a local context. Second, the same industry experts and other stakeholders were interviewed with thematic interviews regarding the Dumle live commercial. Case study was applied to studying the live commercial case. Its documentation included also questionnaire responses from eight moviegoers, a press release and a promo-tion report on the case.
The results indicated that a live commercial can grab cinema audience's attention in a positive way. Sampling was seen as a good addition to the live commercial. Important circumstances to take into consideration were identified and recommendations for future live commercials were made. The results were compared to an outside attention-value study made of the Dumle live commercial, and the attention-value study's results supported the findings of the thesis research.
In conclusion, live commercials can be recommended as an inventive way to grab movie audience's attention to a brand, as long as the product is suitable for the target group and the circumstances are right.