Qualitative research on Milk Cinema Advertising

Date of publication: September 1, 1976

Abstract:

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.

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