This research was undertaken to ass ess attitudes and responses to current Milk Cinema Advertising, in particular, to investigate:
1. Whether the campaign still holds interest, or whether there are any wear-out indications;
2. Whether the use of film stars is still appealing to the current generation of cinema-goers, and how the appeal varies by type of star;
3. How far the appeal of the campaign varies with particular films.
Authors: Subramanian Krishnan, Piyul Mukherjee
March 30, 2003
- This could also be of interest