Effects of film productions
Until today there has been only little scientific research on effects of business-films. Surprisingly there is no survey about the effectiveness of business-films, although there was an enormous boom of surveys about the effectiveness of commercials. The reason for this may be rooted in the fact that there are many different kinds of industry films, that there is not one standard definition and that these kinds of films are very complex. For a scientific survey you need detailed data which requires long-time questioning. Phone interviews are of little use, since the customer has to watch the film in a monitored environment. Furthermore, it will hardly be possible to find the necessary number of decision makers that will take the time for laboratory surveys. Because of that, most decisions are based on gut instincts and “educated guesses” instead of facts.
However, only recently a diploma thesis from the University of Applied Sciences Würzburg-Schweinfurt has tackled the issue and produced the first viable results.
The students made an extensive survey with over 240 participants at trade fairs in Germany and China. The participants were asked about their attitude towards the company Bosch Rexroth AG. In the course of the 25 minute long interview half of the participants were informed with a brochure and the other half with an image film. The following part of the interview showed how the image of the company was changed by the respective medium. 68% of interviewees favoured a brochure to inform them about a company because of the speed (63%) and little effort (33%) to get the information. However, the assessment of both media types showed the advantages of the film. The brochure and the film had the same contents, picture motives and structure. The film was better valued in every criterion (creativity, comprehensibility, integrity, drawing interest, overall impression etc.) than the brochure. 65 % of the participants who saw the film decided to contact the company, compared to 48 % of those who read the brochure.
As expected, the brochure will be picked readily – but it has less effect on readers’ attitude towards the company than the film. In particular, it has little significance with regard to emotional factors like image, credibility etc.
You get a short version of the survey for free from referenz film or you can buy the complete study for € 98.