RT Journal Article
SR Electronic
A1 Staiger, Janet
T1 Announcing Wares, Winning Patrons, Voicing Ideals: Thinking about the History and the Theory of Film Advertising
JF Iluminace
YR 2006
VO 18
IS 4
SP 17
OP 47
UL https://iluminace.cz/en/artkey/ilu-200604-0002.php
AB A study of contemporary Hollywood advertising practices, film advertising strategies, and an outline of the economics of film advertising production. In individual chapters, the author discusses the development of standard practices to help consumers identify a product, media and product feature selection, the use of indirect methods of outreach, national advertising, standardization and control of advertising and marketing campaigns, target audiences, and the reception of advertising.