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The impact of advertising content on movie revenues

Rao, Vithala R.; Abraham, Ravid LU ; Gretz, Richard T.; Chen, Jialie and Basuroy, Suman (2017) In Marketing Letters p.1-15
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:
author
organization
publishing date
type
Contribution to journal
publication status
in press
subject
keywords
Advertising content, External validation, Information, Motion pictures
in
Marketing Letters
pages
15 pages
publisher
Springer New York
external identifiers
  • scopus:85014950368
  • wos:000407996500002
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
2018-01-07 11:56:45
@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},
  keyword      = {Advertising content,External validation,Information,Motion pictures},
  language     = {eng},
  month        = {03},
  pages        = {1--15},
  publisher    = {Springer New York},
  series       = {Marketing Letters},
  title        = {The impact of advertising content on movie revenues},
  url          = {http://dx.doi.org/10.1007/s11002-017-9418-5},
  year         = {2017},
}