Title page for ETD etd-1114102-211348

Type of Document Master's Thesis
Author Hu, Xiaoge
Author's Email Address xhu2@lsu.edu
URN etd-1114102-211348
Title The World Wide Web as a Vehicle for Advertising Movies to College Students: An Exploratory Study
Degree Master of Mass Communication (M.M.C.)
Department Mass Communication
Advisory Committee
Advisor Name Title
Xigen Li Committee Chair
Alan D. Fletcher Committee Member
Richard Alan Nelson Committee Member
  • world wide web
  • movie promotion websites
  • tv advertising of movies
  • online promotion devices
  • motives
  • attractiveness
Date of Defense 2002-11-07
Availability unrestricted
The purpose of this study is to explore the World Wide Web as a vehicle for advertising movies to college students. Through a survey of LSU students, this study finds that online promotions as vehicles for advertising movies have great potential. Movie promotion websites are rated the second most effective form of movie advertising after television.

The study found that people surf movie promotion websites mainly for movie show times, movie plot and cast information to compare film choices, and movie ticket purchases. The huge amount of data available and the 24/7 access to the internet is an important advantage. However, even though the World Wide Web is a proving an excellent media vehicle for movie advertising, it is still too early to determine whether or not it will supplant TV advertising of movies in the near future.

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