Investigating the Impact of Outdoor Advertisement on Cinema attendance in Tehran, Based on AIDA Model

Abstract

Given the importance and impact of advertising on audiences, as well as the importance of the film industry and its undeniable role in the promotion and dissemination of culture, this research has been carried out. The purpose of this research was to investigate the effect of outdoor advertising techniques in movies (billboards, posters and bus banners) on the cinema attendance in Tehran based on the AIDA model. The research method is survey and a researcher-made questionnaire is used to collect information. Sample size based on Morgan's table was 414 people from Tehran, which according to its extent, the cluster sampling method has been used. The findings of the study showed that there is no differences between the various advertising techniques in movies (billboard, poster and bus banners) in attracting the attention of the audience. On the other hand, there is a difference between the various advertising techniques in movies in order to create interest, stimulate tendency and act. The results of Scheffe Follow-up test show that two methods of billboard and posters advertising have a better outcome than bus banners to create interest and stimulate the tendency and act in the audience.