Should sequels differ from original movies in pre-launch advertising schedule? Lessons from consumers' online search activity
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DOI: 10.1016/j.ijresmar.2017.12.006
Abstract: Abstract Sequels have become a profitable strategy in the U.S. motion picture industry because of their strong name recognition. However, while the established positioning of a sequel may help insulate it from competing firms' advertising… read more here.
Keywords: launch advertising; online search; advertising; differ original ... See more keywords