Internet Advertising and the Decline in Trust and Use of Traditional Advertising Media

By:
Dr. Thomas Kim Hixson
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Does the introduction of a new advertising medium have any effect on consumers' opinions of existing advertising media? The recent addition of the Internet to the movie advertising mix makes this question readily researchable. Two studies, one from 1997 and the other from 2003, of movie consumers' attitudes of trust and usefulness of advertising media for movie selection, are compared in this study. The levels of trust and usefulness of media declined following the diffusion of the Internet into society and its use as a medium to advertise movies.


Keywords: Internet, Advertising, Media use, Media credibility
Stream: Knowledge and Technology
Presentation Type: Virtual Presentation in English
Paper: Internet Advertising and the Decline in Trust and Use of Traditional Advertising Media


Dr. Thomas Kim Hixson

Assistant Professor, Communication Dept., University of Wisconsin - Whitewater
USA


Ref: T05P0218