Does advertising affect entertainment products like movies and video games differently than non-entertainment products? A new meta-analysis from the Department of Marketing and Colleagues shows that advertising has a greater impact on the financial success of entertainment products, affecting not only demand but also supply (such as the number of movie theaters).
The new study has been published in the world's leading scientific journal "Journal of the Academy of Marketing Science" and is available here (open access): https://doi.org/10.1007/s11747-022-00916-0