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| Tekijä: | Ho, J. Y. C. Dhar, T. Weinberg, C. B. |
| Otsikko: | Playoff payoff: Super Bowl advertising for movies |
| Lehti: | International Journal of Research in Marketing
2009 : SEP, VOL 26:3, p. 168-179 |
| Asiasana: | advertising marketing channels film industry |
| Vapaa asiasana: | Super Bowl |
| Kieli: | eng |
| Tiivistelmä: | The purpose of the article is to develop a model to evaluate the effectiveness of TV advertising during Super Bowl, since at that time advertising costs 2,5 times more than normally. A model that includes both direct and indirect effects of regular and Super Bowl advertising is created and employed in the context of movie industry. The results show that Super Bowl advertising affects positively on box office revenues, mainly through the indirect effect on exhibitors. For initial advertising spending, regular advertising is found to be more effective than Super Bowl advertising. However, for a movie that's already spending at the average TV spending level, Super Bowl advertising affects more on revenues than regular advertising. |
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