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
Keywords	world wide web movie promotion websites tv advertising of movies online promotion devices motives attractiveness
Date of Defense	2002-11-07
Availability	unrestricted
Abstract 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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