Ktl-icon-tai-lieu

The WWW as a vehicle for advertising movies

Được đăng lên bởi Shiroi Shichi
Số trang: 67 trang   |   Lượt xem: 1959 lần   |   Lượt tải: 0 lần
THE WORLD WIDE WEB AS A VEHICLE FOR ADVERTISING
MOVIES TO COLLEGE STUDENTS: AN EXPLORATORY STUDY

A Thesis
Submitted to the Graduate Faculty of the
Louisiana State University and
Agricultural and Mechanical College
in partial fulfillment of the
Requirements for the degree
Master of Mass Communication
in
The Manship School of Mass Communication

by
Xiaoge Hu
B.A., Xiangtan University of China, 1997
December 2002

© Copyright 2002
Xiaoge Hu
All rights reserved

ii

ACKNOWLEDGMENTS
I am most indebted to Dr. Xigen Li, my thesis chair, for his inspiration in
completing this thesis, and his excellent guidance and constant support during the
course of this research. Dr. Li’s insightful advice proved invaluable in this study.
I would also like to acknowledge and thank the members of the advisory
committee, Dr. Richard Alan Nelson and Dr. Alan D. Fletcher, for proofreading
my thesis and providing helpful suggestions, constant support and enormous
patience.
I also owe special thanks to my parents for their unceasing love, cultivation
and confidence in me. Xie Xie.

iii

TABLE OF CONTENTS
ACKNOWLEDGEMENTS………………………………………………….....iii
LIST OF TABLES………………………………………………………………vi
LIST OF FIGURES……………………………………………………….…....vii
ABSTRACT…………………………………………………..……….……….viii
CHAPTER 1: INTRODUCTION…………………………….…………………1
CHAPTER 2: LITERATURE VIEW…………………………………………..4
Traditional Media and New Media………………………...…..…....….4
Movie Advertising in Different Media………………..…..………....….9
The Web as an Advertising and Promotional Medium………....…..…9
The Effectiveness of Internet Advertising Compared with TV
Advertising ……………………………………………………………...11
The Potential Value of Advertising on the Web ……………….……..16
Movie Online Advertising and Movie Promotion Websites .…..….....19
Uses and Gratifications...…….………………………..………………..21
Summary…………………………………………………...……..……..23
CHAPTER 3: RESEARCH QUESTIONS ……………………...…………....24
CHAPTER 4: METHOD……………………...……………………………….26
Key Concepts and Operational Definitions………...……….….……..26
Sample ………………………………………………………….……….27
Questionnaire Development…...……………………….………………28
Measurement Validity …………………………………………………29
Data Analysis ……………………………….…………………………..30
CHAPTER 5: RESULTS ……………………………..……………………….31
Surfing Online Versus Watching TV ……………………….……...…31
Which Advertising Attracts People to See a New Movie .……..….....33
Actions before Going to the Cinema ……….………...……………….33
Attractiveness of Movie Promotion Web Page Activities ……...……35
Motives for Surfing Movie Promotion We...
THE WORLD WIDE WEB AS A VEHICLE FOR ADVERTISING
MOVIES TO COLLEGE STUDENTS: AN EXPLORATORY STUDY
A Thesis
Submitted to the Graduate Faculty of the
Louisiana State University and
Agricultural and Mechanical College
in partial fulfillment of the
Requirements for the degree
Master of Mass Communication
in
The Manship School of Mass Communication
by
Xiaoge Hu
B.A., Xiangtan University of China, 1997
December 2002
The WWW as a vehicle for advertising movies - Trang 2
Để xem tài liệu đầy đủ. Xin vui lòng
The WWW as a vehicle for advertising movies - Người đăng: Shiroi Shichi
5 Tài liệu rất hay! Được đăng lên bởi - 1 giờ trước Đúng là cái mình đang tìm. Rất hay và bổ ích. Cảm ơn bạn!
67 Vietnamese
The WWW as a vehicle for advertising movies 9 10 798