The impact of advertising content on movie revenues

Vithala R. Rao, Ravid Abraham, Richard T. Gretz, Jialie Chen, Suman Basuroy

    Research output: Contribution to journalArticlepeer-review

    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.

    Original languageEnglish
    Pages (from-to)341-355
    JournalMarketing Letters
    Volume28
    Issue number3
    DOIs
    Publication statusPublished - 2017 Sep

    Subject classification (UKÄ)

    • Business Administration

    Keywords

    • Advertising content
    • External validation
    • Information
    • Motion pictures

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