Change in US retail market structure: what does it mean for advertisers?

Article Abstract:

Quality and price differentials across six different retail types were presented and analyzed. Findings showed that consumers' ability to conceptualize and categorize determines the market share gains of certain US retail types. This indicates that advertisers should consider not only the quality and price images of retail companies but also take into account the the differential between quality and price within the context of a company's retail type.

Advertising, Retail Stores, NEC, Retail industry, Retail trade

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Consumers' attitudes towards intermission time utilization in movie theatres

Article Abstract:

Audiences' attitudes towards the use of intermission time in movie houses were examined. Results revealed that audiences generally preferred to have something on cinema screens during intermissions rather than pass time in an illuminated theater with no on-the-screen activity. Consumers also preferred the use of short, commercially sponsored films as time fillers during intermissions, rather than cinema screen commercials.

Motion Picture Theaters, Motion Picture and Video Exhibition, Other Services Related to Advertising, Movie Theater Advertising Svcs, Movie theaters, Consumer behavior, Public opinion, In-theater advertising

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Consumers' attitudes toward product placement in movies

Article Abstract:

Consumers' attitudes toward product placement (PPL) in movies were determined. Findings reveal that PPL was well-accepted by moviegoers and was considered more effective than other marketing communication media. Moreover, it was also viewed as an integral part of the film. The small minority who are opposed to the use of PPL perceived it as an unethical approach in advertising.

Product placement

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