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Marketing models of entertainment products.

机译：娱乐产品的营销模式。

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摘要

Television broadcasts of major events like the Super Bowl command extremely high advertising rates. It is important to evaluate the value created by this advertising tactic. The first essay develops a marketing model that illustrates a direct and an indirect effect path created by Super Bowl TV advertising in the movie industry. First, via the direct path, Super Bowl advertising directly increases initial theatrical demand for a movie. Second, through the indirect path, Super Bowl advertising first encourages more exhibitors to screen a movie, then this increased exhibition rate in turn increases initial box office revenue. Four variants of the marketing model are explored in the attempt to capture the non-linearity of the two paths and other control variables' effects. Three main results are obtained. First, Super Bowl advertising is demonstrated to affect opening box office revenues positively. Second, this positive effect occurs mainly through the indirect path, establishing the mediating role of movie exhibitors. Third, compared to other TV advertising efforts, Super Bowl advertising appears less effective if both efforts are evaluated at the same initial level. However, at current spending levels, Super Bowl advertising can still be justified.; Many entertainment service providers serve customers according to pre-announced schedules, and the timing factor can be as important as price and service quality in determining consumer demand. The second essay develops three demand models to characterize the effects of different service start times in a multiplex movie theater context. The models address two recurring issues, namely the confounding of product quality and time preference in aggregated sales data, and the difficulty of distinguishing between cannibalization and market expansion. Meaningful results are obtained by applying the models to two data sets of admission records from a multiplex movie theater in Amsterdam. First, one of the data sets is demonstrated to exhibit confounding of unobserved movie quality and moviegoers' underlying time preference, establishing the value of the demand models in disentangling these two effects in the aggregated sales data. Second, the effectiveness of the models in comparison to previous models is demonstrated in the process of discerning between cannibalization and market expansion. (Marketing Models, Movies, Entertainment Marketing)
机译：诸如超级碗之类的重大事件的电视广播要求极高的广告率。评估此广告策略所创造的价值非常重要。第一篇文章开发了一种营销模型，该模型说明了超级碗电视广告在电影行业中创造的直接和间接效果路径。首先，通过直接路径，超级碗广告会直接增加电影的初始影院需求。其次，通过间接途径，“超级碗”广告首先鼓励更多的参展商放映电影，然后，这种提高的展览率反过来又增加了初始票房收入。探索了营销模型的四个变体，以试图捕获两条路径的非线性和其他控制变量的影响。获得了三个主要结果。首先，超级碗广告被证明可以正面影响票房收入。其次，这种积极影响主要通过间接途径发生，从而确立了电影放映者的中介作用。第三，与其他电视广告工作相比，如果在相同的初始水平上对这两项工作进行评估，超级碗广告的效果就会降低。但是，以当前的支出水平，超级碗广告仍然是合理的。许多娱乐服务提供商根据预先宣布的时间表为客户提供服务，在确定消费者需求时，时间因素与价格和服务质量一样重要。第二篇文章提出了三种需求模型，以描述在复合电影院环境中不同服务开始时间的影响。这些模型解决了两个反复出现的问题，即在汇总的销售数据中混杂了产品质量和时间偏好，以及难以区分同化和市场扩张。通过将模型应用于阿姆斯特丹一家多元电影院的两个入场记录数据集，可获得有意义的结果。首先，证明其中一个数据集表现出未观察到的电影质量与电影观众的潜在时间偏好之间的混淆，从而建立了需求模型的价值，以在汇总的销售数据中解开这两种影响。其次，在区分同类相食和市场扩张的过程中，证明了与先前模型相比模型的有效性。 （营销模型，电影，娱乐营销）

著录项

  • 作者

    Ho, Yiu Chung (Jason).;

  • 作者单位

    The University of British Columbia (Canada).;

  • 授予单位 The University of British Columbia (Canada).;
  • 学科 Business Administration Marketing.; Mass Communications.; Cinema.
  • 学位 Ph.D.
  • 年度 2005
  • 页码 201 p.
  • 总页数 201
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类 贸易经济;传播理论;电影、电视艺术;
  • 关键词

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