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.