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PDF: Ford Fiesta Cinema Case Study

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times Source: www.valmorgan.co.nz // Topic: Ford
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Short Desciption: 58% were able to recall the Ford Fiesta ad after an unbranded. description. ...
The Ford Fiesta in foyer proved highly visible with high day after ...
Content Inside: Ford Fiesta Cinema Case Study valmorgan cinema network The contribution of in-foyer activity to cinema advertising recall Ford launched the Fiesta model with an integrated cinema campaign commencing December 2003. The integrated strategy included on-screen advertising, a SMS competition, Cinelight in-foyer posters and infoyer car displays at selected locations. Research International was commissioned to measure the communication of the campaign. The target audience was 18-39 year olds. research objectives To assess the contribution of an integrated campaign to cinema ad recall. methodology Respondents were recruited in foyers of two Sydney cinemas - Greater Union Castle Hill (on-screen ad, Cinelights, car in foyer) and Greater Union Hornsby (on-screen ad only). 302 interviews were conducted the following day by phone. All had seen a movie in which the Ford ad screened the previous day. results - day after recall · 91% of respondents were present for all or some of the pre-show program, with 66% stating they enjoyed the pre-show. Enjoyment was




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