The effectiveness of pre-release advertising for motion pictures: An empirical investigation using a simulated market

被引：88

作者：

Elberse, Anita ^{[1
]}

Anand, Bharat ^{[1
]}

机构：

[1] Harvard Univ, Sch Business, Boston, MA 02163 USA

来源：

INFORMATION ECONOMICS AND POLICY | 2007年 / 19卷 / 3-4期

关键词：

advertising; effectiveness; movies; stock market simulations;

D O I：

10.1016/j.infoecopol.2007.06.003

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

We use data on a movie's stock price as it trades on the Hollywood Stock Exchange, a popular online market simulation, to study the impact of movie advertising. We find that advertising has a positive and statistically significant effect on expected revenues, but that the effect varies strongly across movies of different "quality". The point estimate implies that the returns to advertising for the average movie are negative. (C) 2007 Elsevier B.V. All rights reserved.

引用

页码：319 / 343

页数：25

共 56 条

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