The impact of advertising content on movie revenues.
| dc.contributor.author | Ravid, S. Abraham | |
| dc.contributor.author | Rao, Vithala R. | |
| dc.contributor.author | Gretz, Richard T. | |
| dc.contributor.author | Chen, Jialie | |
| dc.contributor.author | Basuroy, Suman | |
| dc.date.accessioned | 2021-03-16T18:36:45Z | |
| dc.date.available | 2021-03-16T18:36:45Z | |
| dc.date.issued | 2017-03-11 | |
| dc.identifier.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 | en_US |
| dc.identifier.issn | Print: 0923-0645 Electronic: 1573-059X | |
| dc.identifier.uri | https://doi.org/10.1007/s11002-017-9418-5 | en_US |
| dc.identifier.uri | https://hdl.handle.net/20.500.12202/6663 | |
| dc.description | Research article / open access | en_US |
| dc.description.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. | en_US |
| dc.description.sponsorship | We thank participants in the UCLA Annual Business and Economics Scholars Workshop in Motion Picture Industry Studies, and participants in SERG (Screen Economics Research Group) conference in Sydney, Australia, for their comments. We thank Jura Liaukonyte for her careful reading of this manuscript and valuable suggestions. | en_US |
| dc.language.iso | en_US | en_US |
| dc.publisher | Springer | en_US |
| dc.relation.ispartofseries | Marketing Letters;28(3) | |
| dc.rights | Attribution-NonCommercial-NoDerivs 3.0 United States | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/us/ | * |
| dc.subject | Advertising content | en_US |
| dc.subject | External validation | en_US |
| dc.subject | Motion pictures | en_US |
| dc.subject | Information | en_US |
| dc.title | The impact of advertising content on movie revenues. | en_US |
| dc.type | Article | en_US |
| dc.contributor.orcid | 0000-0002-5557-789X | |
| local.yu.facultypage | https://www.yu.edu/faculty/pages/ravid-s-abraham |
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