Abstract:

The ensuing report deals with the film as an advertising media (movie commercial). It describes a basic experiment thanks to which it was possible, using only a minimum of data, to define and elucidate the phenomenon involved in a movie commercial 's advertising action. Initially intended to determine the optimum screening frequency of a movie commercial, the study far exceeded this framework, going on to indicate a simple means of forecasting the effects of a movie commercial campaign. Effectively, a film (movie commercial) can now be characterised by a single, easily obtainable parameter.