Playoff payoff: Super Bowl advertising for movies
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DOI: 10.1016/j.ijresmar.2009.06.001
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- Reo Song & Sungha Jang & Gangshu (George) Cai, 2016. "Does advertising indicate product quality? Evidence from prelaunch and postlaunch advertising in the movie industry," Marketing Letters, Springer, vol. 27(4), pages 791-804, December.
- Suman Basuroy & S. Abraham Ravid & Richard T. Gretz & B. J. Allen, 2020. "Is everybody an expert? An investigation into the impact of professional versus user reviews on movie revenues," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 44(1), pages 57-96, March.
- Jordi McKenzie, 2023. "The economics of movies (revisited): A survey of recent literature," Journal of Economic Surveys, Wiley Blackwell, vol. 37(2), pages 480-525, April.
- Björn Bohnenkamp & Ann-Kristin Knapp & Thorsten Hennig-Thurau & Ricarda Schauerte, 2015. "When does it make sense to do it again? An empirical investigation of contingency factors of movie remakes," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 39(1), pages 15-41, February.
- Kim, Ho & Bruce, Norris I., 2018. "Should sequels differ from original movies in pre-launch advertising schedule? Lessons from consumers' online search activity," International Journal of Research in Marketing, Elsevier, vol. 35(1), pages 116-143.
- Thorsten Hennig-Thurau & André Marchand & Barbara Hiller, 2012. "The relationship between reviewer judgments and motion picture success: re-analysis and extension," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 36(3), pages 249-283, August.
- Dhar, Tirtha & Weinberg, Charles B., 2016. "Measurement of interactions in non-linear marketing models: The effect of critics' ratings and consumer sentiment on movie demand," International Journal of Research in Marketing, Elsevier, vol. 33(2), pages 392-408.
- Mathys, Juliane & Burmester, Alexa B. & Clement, Michel, 2016. "What drives the market popularity of celebrities? A longitudinal analysis of consumer interest in film stars," International Journal of Research in Marketing, Elsevier, vol. 33(2), pages 428-448.
- Seth Stephens-Davidowitz & Hal Varian & Michael D. Smith, 2017. "Super returns to Super Bowl ads?," Quantitative Marketing and Economics (QME), Springer, vol. 15(1), pages 1-28, March.
- Darlene Chisholm & Víctor Fernández-Blanco & S. Abraham Ravid & W. David Walls, 2015. "Economics of motion pictures: the state of the art," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 39(1), pages 1-13, February.
- Delre, Sebastiano A. & Luffarelli, Jonathan, 2023. "Consumer reviews and product life cycle: On the temporal dynamics of electronic word of mouth on movie box office," Journal of Business Research, Elsevier, vol. 156(C).
- Ying-Jiuan Wong & Chi-Feng Wang, 2018. "Is an overconfident CEO good for advertising investments?," Australian Journal of Management, Australian School of Business, vol. 43(3), pages 439-455, August.
- Rubin, Dan & Mohr, Iris & Kumar, V., 2022. "Beyond the box office: A conceptual framework for the drivers of audience engagement," Journal of Business Research, Elsevier, vol. 151(C), pages 473-488.
- Situmeang, Frederik B.I. & Leenders, Mark A.A.M. & Wijnberg, Nachoem M., 2014. "History matters: The impact of reviews and sales of earlier versions of a product on consumer and expert reviews of new editions," European Management Journal, Elsevier, vol. 32(1), pages 73-83.
- Reo Song & Sangkil Moon & Haipeng (Allan) Chen & Mark B. Houston, 2018. "When marketing strategy meets culture: the role of culture in product evaluations," Journal of the Academy of Marketing Science, Springer, vol. 46(3), pages 384-402, May.
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- Situmeang, Frederik B.I. & Gemser, Gerda & Wijnberg, Nachoem M. & Leenders, Mark A.A.M, 2016. "Risk-taking behavior of technology firms: The role of performance feedback in the video game industry," Technovation, Elsevier, vol. 54(C), pages 22-34.
- Hofmann, Julian & Clement, Michel & Völckner, Franziska & Hennig-Thurau, Thorsten, 2017. "Empirical generalizations on the impact of stars on the economic success of movies," International Journal of Research in Marketing, Elsevier, vol. 34(2), pages 442-461.
- Janée N. Burkhalter & Carolyn Folkman Curasi & Corliss G. Thornton & Naveen Donthu, 2017. "Music and its multitude of meanings: Exploring what makes brand placements in music videos authentic," Journal of Brand Management, Palgrave Macmillan, vol. 24(2), pages 140-160, March.
- Denis Y. Orlov & Evgeniy M. Ozhegov, 2015. "Estimating the Efficiency of Sequels in the Film Industry," HSE Working papers WP BRP 96/EC/2015, National Research University Higher School of Economics.
- Tirtha Dhar & Guanghui Sun & Charles Weinberg, 2012. "The long-term box office performance of sequel movies," Marketing Letters, Springer, vol. 23(1), pages 13-29, March.
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Keywords
Super Bowl; Advertising; Movies; Marketing channel;All these keywords.
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