The effectiveness of post-release movie advertising
Adam D. Rennhoff
Middle Tennessee State Unversity
Kenneth C. Wilbur
Fuqua School of Business
Introduction
Recently, considerable attention has been given to the impact of advertising on returns (e.g. Duhan & Sandvik 2009; van den Putte 2009) and consumption (Wilcox et al.2009). Clearly, research on specific product categories and the return from advertising is needed. The motion picture industry is an area conducive to research on the return from advertising. Movies are experience goods that are typically distributed sequentially across platforms, starting with short periods of theatrical availability. Frequent new product introductions...