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:
Journal Article
Journal or Publication Title:
Applied Economics
Uncontrolled Keywords:
/dk/atira/pure/core/keywords/economics
Subjects:
?? economicseconomics and econometricshb economic theory ??
ID Code:
55437
Deposited By:
Deposited On:
27 Jun 2012 13:42
Refereed?:
Yes
Published?:
Published
Last Modified:
10 Dec 2023 01:37