The effects of motion picture trailers as an advertising medium on moviegoers' expected gratifications.

详细信息   

• 作者：Hixson ; Thomas Kim.
• 学历：Doctor
• 年：2000
• 导师：Lowry, Dennis T.
• 毕业院校：Southern Illinois University
• 专业：Business Administration, Marketing.;Mass Communications.;Cinema.
• ISBN：9780599885936
• CBH：9982075
• Country：USA
• 语种：English
• FileSize：6769470
• Pages：193

文摘

Trailers are an effective advertising medium for motion pictures. In this study, trailers were found useful in helping moviegoers make movie attendance decisions. Targeting trailers to different movie audience segments effectively was found possible. The Entertainment Value Scale was developed to measure the gratifications that moviegoers' expect from a movie after viewing its trailer. Independent variables such as movie genre preference, gender, and education level were used to predict the entertainment value and demonstrated that trailers could be targeted toward different audience segments. Data were gathered in two studies. One, in a controlled setting, a classroom, had 158 participants. The other, in a natural setting, a movie theater, had 152 participants. Participants viewed two trailers and completed survey questionnaires. The uses and gratifications theory was the theoretical base in this study. The data were analyzed using inferential statistical methods. Movie trailers were the most useful of the media information sources tested. The Entertainment Value Scale was a strongly reliable measure of the entertainment gratifications moviegoers expect from a movie after viewing its trailer. Movie genre preference was a significant weak predictor of entertainment value. Coupled with gender, movie genre preference was a significant weak to moderate predictor of entertainment value. Coupled with education level, movie genre preference was a significant weak to strong predictor of entertainment value. Coupled with the perception that the movie advertised in the trailer was that genre preference, movie genre preference was a weak to moderate predictor of attendance likelihood. The Entertainment Value Scale correlated moderately with attendance likelihood. The results imply that the motion picture industry can improve the effectiveness of trailers by producing trailers targeted to different audience segments and by presenting those trailers to the targeted audience. Using movie genre preference to segment the audience is the most accessible, effective method of accomplishing this targeting.