publication . Article . 2011

Advertising media strategies in the film industry

Caroline Elliott;
  • Published: 01 Jan 2011
  • Country: United Kingdom
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 highligh...
Subjects
ACM Computing Classification System: ComputingMilieux_MISCELLANEOUS
free text keywords: Economics and Econometrics, Media relations, Advertising, Movie theater, business.industry, business, Economics, Mass media, Marketing, Reduced form, Advertising research, Revenue, Advertising campaign, Film industry
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