The impact of advertising content on movie revenues

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

doi:10.1007/s11002-017-9418-5

The impact of advertising content on movie revenues

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

Research output: Contribution to journal › Article › peer-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 language	English
Pages (from-to)	341-355
Journal	Marketing Letters
Volume	28
Issue number	3
DOIs	https://doi.org/10.1007/s11002-017-9418-5
Publication status	Published - 2017 Sept

Subject classification (UKÄ)

Business Administration

Free keywords

Advertising content
External validation
Information
Motion pictures

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10.1007/s11002-017-9418-5

Cite this

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title = "The impact of advertising content on movie revenues",

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.",

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AB - 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.

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KW - Information

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The impact of advertising content on movie revenues

Abstract

Subject classification (UKÄ)

Free keywords

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