Moving Image Media

Moving image media

There are two main types of moving image media used in advertising and promotion and they are television and cinema.

Television advertising:

 This takes the form of brief promotional films that are shown before, during and after programs broadcast on commercial television channels.

To see a range of different commercials, people only need to watch different channels at different times of the day. Different channels often attract different types of advertisers. For example-

• There are likely to be more mass market products being advertised of terrestrial channels such as ITV, Channel four and channel 5 compared to cable and satellite channels which seem to attract advertisers that have a narrower focus, such as financial products.
• During the daytime more mass household products aimed at people at home during the day are advertised, compared to late at night advertisers who are targeting a different market.

Reasons to use television advertising

• Creative opportunities
• Intrusive
• Image
• Coverage
• High commitment
• Effectiveness

Reasons not to use television advertising

• Production costs
• Media costs
• Coverage
• Wastage
• Competition for attention and viewers memories
• Video, DVD and other recording devices

Cinema advertising

Cinema advertising usually takes the form of a short advertising film a few minutes long, shown before the in feature film in the cinema. Because of the high production values associates with feature films, cinema advertising often shares these same values, or they may tend to look inferior in the bold and glossy cinema environment. Sometimes these advertisements are like ‘mini films’ and may be made by directors that usually make full length feature films.

High production costs mean that cinema advertising tends to attract profile national and multi-national brands and products. By booking advertising through the cinema chains, an advertiser can achieve regional coverage or national coverage if required an if the budget allows it.

No matter who makes the film or how good it looks, it will only appear if the advertiser buys space of time to have the advertisement shown in this respect cinema advertising is just like advertising in any other form of media.

Reasons to use cinema advertising

• Impact
• Positive associations
• Opportunities for tie-ins-
• Targeting opportunities
• Audience attention

Reasons not to use cinema advertising

• Production and re-production costs
• Narrow audience profile
• Small audience

Examples of tie-ins
Film	Tie-ins advert
Lord of the rings	Character models
Star wars	Toys- light sabers
Disney films	Disney holidays
Pulp fiction	Wall posters
Grease, Mamma Mia, Dirty Dancing	Musical sound tracks