Abstract:
Pearl & Dean face an ongoing challenge to demonstrate the effectiveness of cinema advertising to global brands, who are faced with a myriad of media channels competing for their spend. The cinema advertising industry is data rich, with access to lots of big-data sets, but this data fails to tell the human story of why cinema advertising is so uniquely effective. Building on positive psychology theories and using the latest in-the-moment research techniques to get close to consumers at the point of engagement, this presentation explores our hypothesis that people are more receptive to advertising in the cinema because they are happier than when consuming other media channels. And thatâs a powerful message for todayâs advertisers who are seeking to engage consumers emotionally with their brand.
Research Papers
Reel happiness
Catalogue: Congress 2015: Revelations
Authors: Graeme Lawrence, Anna Cremin, Kelly McKnight
 
October 1, 2015
Videos
Country branding
Catalogue: Congress 2018
Authors: Laura Catalina Gómez, Pedro Fernández
 
September 23, 2018
Webinars
Discovering the Hidden Keys to Happiness Around the World
Catalogue: Webinars 2021
Authors: Jon Puleston, Frank Buckler, Vanessa Oshima, Christian Holst, Robert Held, Siyanda Mohutsiwa, Leigh Caldwell
Companies: ESOMAR, Kantar, Irrational Agency, Success Drivers, Babbel, Frankfurt University of Applied Sciences, Heart Data
November 11, 2021
