Master of Mass Communication (MMC)
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.
Document Availability at the Time of Submission
Release the entire work immediately for access worldwide.
Hu, Xiaoge, "The World Wide Web as a vehicle for advertising movies to college students: an exploratory study" (2002). LSU Master's Theses. 1060.