The effectiveness of movie trailer advertising
Salma Karray and Lidia Debernitz
| Year of publication: |
2017
|
|---|---|
| Authors: | Karray, Salma ; Debernitz, Lidia |
| Published in: |
International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 36.2017, 2, p. 368-392
|
| Subject: | advertising effectiveness | movies | event study | regression | trailer advertising | Werbung | Advertising | Filmwirtschaft | Film industry | Werbewirkung | Advertising effects | Online-Marketing | Internet marketing | Film |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2015.1090521 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011689884