Purpose – In all mass media advertising, the increasing advertising to editorial ratio is causing audience inattention and consumer complaints. The usual solutions are more creative advertising or better hiding of the messages within the editorial content. This discussion aims to describe the...

Purpose – The purpose of this article is to examine US cinema audiences' reactions to advertising. Cinema advertising and other failures of customer relations management by movie exhibitors explains how consumers are discouraged from going to a cinema to see newly released movies. To avoid...