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Advertising media strategies in the film industry

Research output: Contribution to Journal/Magazine › Journal article › peer-review

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Advertising media strategies in the film industry. / Elliott, Caroline; Simmons, Robert.
In: Applied Economics, Vol. 43, No. 29, 2011, p. 4461-4468.

Research output: Contribution to Journal/Magazine › Journal article › peer-review

Harvard

Elliott, C & Simmons, R 2011, 'Advertising media strategies in the film industry', Applied Economics, vol. 43, no. 29, pp. 4461-4468. https://doi.org/10.1080/00036846.2010.491466

APA

Elliott, C., & Simmons, R. (2011). Advertising media strategies in the film industry. Applied Economics, 43(29), 4461-4468. https://doi.org/10.1080/00036846.2010.491466

Vancouver

Elliott C, Simmons R. Advertising media strategies in the film industry. Applied Economics. 2011;43(29):4461-4468. doi: 10.1080/00036846.2010.491466

Author

Elliott, Caroline ; Simmons, Robert. / Advertising media strategies in the film industry. In: Applied Economics. 2011 ; Vol. 43, No. 29. pp. 4461-4468.

Bibtex

@article{655a1f1185f0420eade8064b5fc79c9b,
title = "Advertising media strategies in the film industry",
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.",
author = "Caroline Elliott and Robert Simmons",
year = "2011",
doi = "10.1080/00036846.2010.491466",
language = "English",
volume = "43",
pages = "4461--4468",
journal = "Applied Economics",
issn = "0003-6846",
publisher = "Routledge",
number = "29",

}

RIS

TY - JOUR

T1 - Advertising media strategies in the film industry

AU - Elliott, Caroline

AU - Simmons, Robert

PY - 2011

Y1 - 2011

N2 - 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.

AB - 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.

U2 - 10.1080/00036846.2010.491466

DO - 10.1080/00036846.2010.491466

M3 - Journal article

VL - 43

SP - 4461

EP - 4468

JO - Applied Economics

JF - Applied Economics

SN - 0003-6846

IS - 29

ER -