Finance: Cinema Delivers A Meaningful Message To An Appropriate Audience
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Cinema advertising was effective for targeting specific audiences for two banking campaigns. For a Santander Switch campaign, cinema was most effective for reaching a younger, more affluent audience. For a Barclaycard Rollercoaster campaign, cinema delivered new information and enjoyment despite heavy TV activity, particularly for students, young workers, and established families.
Finance: Cinema Delivers A Meaningful Message To An Appropriate Audience
- 1. BANKING DELIVERING MESSAGE AND AUDIENCE
- 2. SANTANDER SWITCH CINEMA WAS EFFECTIVE FOR TARGETING A YOUNGER, MORE AFFLUENT AUDIENCE +12 +13 +5 STUDENTS YOUNG WORKERS ESTABLISHED FAMILY MILLWARD BROWN 2010. THE FIGURES ARE PERCENTAGE POINTS THAT CINEMA DELIVERS ABOVE THOSE ACHIEVED AT A TOTAL LEVEL IN EACH CASE Delivering Message And Audience
- 3. BARCLAYCARD ROLLERCOASTER CINEMA DELIVERED NEW INFORMATION AND ENJOYMENT DESPITE HEAVY TV ACTIVITY +16 +27 +11 +21 MILLWARD BROWN 2011. THE FIGURES ARE PERCENTAGE POINTS THAT CINEMA DELIVERS ABOVE THOSE ACHIEVED AT A TOTAL LEVEL IN EACH CASE Delivering Message And Audience
- 4. THANK YOU