.../methodology/approach The authors surveyed 809 college students about various advertisement topics of traditional media/print, Internet, social media, and both print and online reviews. Findings For advertising, outdoor billboards and YouTube video were each positively associated with watching a new movie...

.../value – This is the first time a methodology has been discussed that considers trailers as a shared vernacular term, rather than subject of historical archive. © Emerald Group Publishing Limited 2015 YouTube Trailers Entertainment industries Subject to change, the titles...