Should sequels differ from original movies in pre-launch advertising schedule? : lessons from consumers' online search activity
Ho Kim, Norris I. Bruce
| Year of publication: |
March 2018
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| Authors: | Kim, Ho ; Bruce, Norris I. |
| Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 35.2018, 1, p. 116-143
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| Subject: | Pre-launch advertising | Dynamic ad effectiveness | Motion pictures | Sequels | Original movies | Media schedules | Online keyword search | Tobit state-space model | MCMC | Filmwirtschaft | Film industry | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Werbung | Advertising | Film | Werbewirkung | Advertising effects | Suchmaschine | Search engine | Kino | Movie theatre |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.ijresmar.2017.12.006 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011816979