The impact of advertising content on movie revenues
(2017) In Marketing Letters 28(3). p.341-355- 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.
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/6c0805e5-736a-477d-9bff-f89a9509ead7
- author
- Rao, Vithala R. ; Abraham, Ravid LU ; Gretz, Richard T. ; Chen, Jialie and Basuroy, Suman
- organization
- publishing date
- 2017-09
- type
- Contribution to journal
- publication status
- published
- subject
- keywords
- Advertising content, External validation, Information, Motion pictures
- in
- Marketing Letters
- volume
- 28
- issue
- 3
- pages
- 341 - 355
- publisher
- Springer
- external identifiers
-
- wos:000407996500002
- scopus:85014950368
- ISSN
- 0923-0645
- DOI
- 10.1007/s11002-017-9418-5
- language
- English
- LU publication?
- yes
- id
- 6c0805e5-736a-477d-9bff-f89a9509ead7
- date added to LUP
- 2017-03-23 09:16:53
- date last changed
- 2025-01-07 10:13:48
@article{6c0805e5-736a-477d-9bff-f89a9509ead7, abstract = {{<p>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.</p>}}, author = {{Rao, Vithala R. and Abraham, Ravid and Gretz, Richard T. and Chen, Jialie and Basuroy, Suman}}, issn = {{0923-0645}}, keywords = {{Advertising content; External validation; Information; Motion pictures}}, language = {{eng}}, number = {{3}}, pages = {{341--355}}, publisher = {{Springer}}, series = {{Marketing Letters}}, title = {{The impact of advertising content on movie revenues}}, url = {{http://dx.doi.org/10.1007/s11002-017-9418-5}}, doi = {{10.1007/s11002-017-9418-5}}, volume = {{28}}, year = {{2017}}, }