Sy Syms School of Business (SSSB)

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Browsing Sy Syms School of Business (SSSB) by Subject "Advertising content"

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    The impact of advertising content on movie revenues.
    (Springer, 2017-03-11) Ravid, S. Abraham; Rao, Vithala R.; Gretz, Richard T.; Chen, Jialie; Basuroy, Suman; 0000-0002-5557-789X
    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.