An Assessment For-Cinema Screen Advertisement Potential In Ethiopia
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Date
2004-06
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Abstract
This descriptive study jar an assessment of cinema screen advertisements potential in
Ethiopia has three parts. Questionnaire for the first part and structured interview
questions for the rest two parts were used as a tool jar collecting data. Descriptive
presentations of the results are discussed along with the findings of the reviewed
literature. The first part of the study reveals that cinema/theater audiences are active in
terms of making purchase decisions. The number of audiences is increasing even though
no one has targeted them for advertisement when they are seated idle in the
cinema/theater waiting for the movie or the theater to start. The second part of the study
that focused on the cinema/theater houses has indicated that, if there are promotional
enterprises that can produce and supply cinema screen advertisement slides or clips,
they can run it and generate additional revenue. The third part of the study conducted on
the promotional enterprises, on the other hand, has shown that there are very few
limiting factors to start cinema screen advertisements except the missing awareness by
the advertisers and the cinema/theater houses. Based on these indications, the study
concludes that there is potential for cinema screen advertisements in Ethiopia. If the
necessary preparations by the cinemas/theaters and the promotional enterprises are
made and co-operations are established between these two parties that have the
audience and the advertisers in common, the potential for cinema screen advertisement'
already exists.
Description
A Project Paper Report Submited In Partial
Fulfilment Of The Requirements For The Degree Of
Masters Of Business Administration
Keywords
An Assessment For-Cinema Screen Advertisement