Billboard and cinema advertising: Missed opportunity or spoiled arms?

Steffi Frison, Marnik G. Dekimpe, Christophe Croux and Peter De Maeyer

International Journal of Research in Marketing, 2014, vol. 31, issue 4, 425-433

Abstract: Advertising remains one of the most popular marketing instruments, and many studies have studied its sales effectiveness. However, prior research has either looked at the total spending of a brand/firm, or has focused on the most popular media, especially TV advertising. Even though huge amounts are also spent on “smaller” media such as billboards and cinema, little is known on their effectiveness.

Keywords: Media usage; Sales response; Advertising elasticity; Billboard advertising; Cinema advertising (search for similar items in EconPapers)
Date: 2014
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0167811614000445
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:31:y:2014:i:4:p:425-433

DOI: 10.1016/j.ijresmar.2014.05.004

Access Statistics for this article

International Journal of Research in Marketing is currently edited by Roland Rust

More articles in International Journal of Research in Marketing from Elsevier
Bibliographic data for series maintained by Catherine Liu ().