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The Effectiveness of Movie Trailer Advertising
Prior to a movie release in theatres, trailer advertising provides valuable information that can help viewers and investors form expectations about the movie's future success. While previous research has looked at the ...
A game-theoretic model for co-promotions: Choosing a complementary versus an independent product ally
This paper studies the optimal choice of promotional partners in a three-firm market where two firms sell complementary products and a third firm sells an independent product. Game-theoretic models are developed to investigate ...