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Advertising media strategies in the film industry

Elliott, Caroline and Simmons, Robert (2011) Advertising media strategies in the film industry. Applied Economics, 43 (29). pp. 4461-4468. ISSN 0003-6846

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    Abstract

    The primary aim of this article is to estimate the multiple determinants of film advertising expenditures in four important media, namely television, press, outdoor and radio, in the UK. First, television advertising, the leading film advertising medium, is examined as part of a system of equations, capturing the interdependences between advertising, the number of screens on which films are initially shown and box office revenues. Then a reduced form model is put forward to reveal the determinants of film advertising in the four media. While major distribution companies have different preferences for the use of the alternative advertising media, results highlight the importance of quality signals, such as critical reviews, in determining advertising expenditures in the film industry. Moreover, advertising expenditures can themselves be considered to offer potential cinema goers signals of film quality.

    Item Type: Article
    Journal or Publication Title: Applied Economics
    Subjects: H Social Sciences > HB Economic Theory
    Departments: Lancaster University Management School > Economics
    ID Code: 55437
    Deposited By: ep_importer_pure
    Deposited On: 27 Jun 2012 14:42
    Refereed?: Yes
    Published?: Published
    Last Modified: 09 Apr 2014 23:41
    Identification Number:
    URI: http://eprints.lancs.ac.uk/id/eprint/55437

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