The impact of advertising content on movie revenues

Vithala R. Rao (), S. Abraham (Avri) Ravid (), Richard Gretz, Jialie Chen () and Suman Basuroy ()
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Vithala R. Rao: Cornell-SC Johnson College of Business, Johnson School, Cornell University
S. Abraham (Avri) Ravid: Sy Syms School of Business, Yeshiva University
Jialie Chen: Research Fellow, Knut Wicksell Center, Lund University
Suman Basuroy: University of Texas

Marketing Letters, 2017, vol. 28, issue 3, No 2, 355 pages

Abstract: 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.

Keywords: Advertising content; External validation; Information; Motion pictures (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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DOI: 10.1007/s11002-017-9418-5

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