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Some Thoughts on Online Film Adverti...

Georgie, Vincent E.

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Some Thoughts on Online Film Advertising.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Some Thoughts on Online Film Advertising./
作者:	Georgie, Vincent E.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2013,
面頁冊數:	194 p.
附註:	Source: Dissertation Abstracts International, Volume: 76-08(E), Section: A.
Contained By:	Dissertation Abstracts International76-08A(E).
標題:	Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3691545
ISBN:	9781321654165

Some Thoughts on Online Film Advertising.
Georgie, Vincent E.

Some Thoughts on Online Film Advertising. - Ann Arbor : ProQuest Dissertations & Theses, 2013 - 194 p.

Source: Dissertation Abstracts International, Volume: 76-08(E), Section: A.

Thesis (Ph.D.)--HEC Montreal (Canada), 2013.

The purpose of this dissertation was to examine the characteristics of movie previewing among young movie-goers in Canada. The dissertation comprised three distinct but complementary analyses.

ISBN: 9781321654165Subjects--Topical Terms:

536353
Marketing.

Some Thoughts on Online Film Advertising.
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500 $a Advisers: Jacques Nantel; Francois Colbert.
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520 $a The first analysis touched on how Web previewing of movies influences future movie consumption, how the medium of previewing (whether Web, television, movie theatre, or other) influences the desire to consume, and whether Web previews of movies drive same-movie consumption. The results of the first analysis were that: (a) Viewers were four times more likely to have seen a preview within 10 days of the actual movie, indicating that the preview is possibly more effective as an immediate antecedent to movie consumption behavior; (b) Web previews were more popular than any other form of preview; (c) Web previews that were perceived to show the movie as worthwhile or important were the likeliest predictors of watching the previewed movie; and (d) the previewing medium did not significantly affect the participant's perception of the movie along the dimensions of appeal, fascination, importance or excitement. The Web is likely a preferred medium for previews because of the extent of control consumers have over which previews they can watch at what time.
520 $a The second analysis focused on the issue of congruence between the experience/content of Web previews and the experience of the movie. It was found that the participant's perception of congruence between the preview and the movie was very high across all socio-demographic attributes. This study also found that the participant's perception of congruence between the level of boringness between the preview and the movie itself was highly influential on the level of consumer's emotional satisfaction. Additionally, the affective evaluations of both the experience and content of previews were highly significant predictors of what movie-goers felt about the movies they watched. This finding made more sense in light of the third study, which focused on the reasons (including information, entertainment, and intention-building) for consumption of Web previews. Information was the most important predictor of previewing. The high importance of information suggests that movie-goers are consuming previews in order to guarantee a highly similar experience in the theatre; movie companies have researched this issue and have created previews that summarize and encapsulate the entire movie experience, which accounts for congruence between the experience/content of Web previews and the experience of the movie.
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