Please use this identifier to cite or link to this item:
https://hdl.handle.net/20.500.12202/6663| Title: | The impact of advertising content on movie revenues. |
| Authors: | Ravid, S. Abraham Rao, Vithala R. Gretz, Richard T. Chen, Jialie Basuroy, Suman 0000-0002-5557-789X |
| Keywords: | Advertising content External validation Motion pictures Information |
| Issue Date: | 11-Mar-2017 |
| Publisher: | Springer |
| Citation: | Ravid, S.A., Rao, V. R., Gretz, R.T., Chen, J. & Basuroy, S. (2017). The impact of advertising content on movie revenues. Marketing Letters, 28(3), 341-355. https://doi.org/10.1007/s11002-017-9418-5 |
| Series/Report no.: | Marketing Letters;28(3) |
| Abstract: | We analyze the contents of print ads in the motion picture industry (e.g., number of reviews quoted in the ad, the presence of a top reviewer, size of the ad, star, director, etc.). We find that external validation (a recommendation by a top reviewer) is more important to revenues than the informative content of the ad. |
| Description: | Research article / open access |
| URI: | https://doi.org/10.1007/s11002-017-9418-5 https://hdl.handle.net/20.500.12202/6663 |
| ISSN: | Print: 0923-0645 Electronic: 1573-059X |
| Appears in Collections: | Sy Syms School of Business (SSSB) -- Faculty Publications |
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| File | Description | Size | Format | |
|---|---|---|---|---|
| Ravid Rao2017_Article_TheImpactOfAdvertisingContent.pdf | 803.33 kB | Adobe PDF |  View/Open |
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