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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 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:
author
; ; ; and
organization
publishing date
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
  • 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
2025-02-03 13:01:04
@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}},
}