The impact of advertising content on movie revenues.
:0000-0002-5557-789XDescription
Research article / open access
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.
Permanent Link(s)
https://doi.org/10.1007/s11002-017-9418-5https://hdl.handle.net/20.500.12202/6663
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
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