Análisis de efectividad publicitaria audiovisual en cines de Cuenca

Abstract

This study seeks to determine the analysis of audiovisual advertising effectiveness in movie theaters in Cuenca by identifying the degree of effectiveness of advertising and the impact of the message transmitted in theaters. For the development of the research, primary and secondary sources were analyzed to learn about advertising regulations in force in the country and determine the relevant factors of success for the development and dissemination of the audiovisual message in the cinemas of the city, then, an exploratory cross-sectional study was carried out through semi-structured personal interviews with 5 clients who have carried out advertising in movie theaters in recent years, which served to determine the formats and advertising standards required by Multicines and in turn to identify the satisfaction of customers with respect to advertising. Subsequently, a focus group of 22 people who regularly attend the cinema was carried out to determine the impact of the advertising transmitted in theaters with the audience in Cuenca. In order to determine the critical success factors for the development and dissemination of the audiovisual message for movie theaters. The evidence indicates that the Multicines company presents several advertising alternatives and is very strict in terms of audiovisual advertising formats and release times. Its clients are satisfied with the advertising package, since they have achieved the desired results and the impact generated was the right one.