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Sequence Matters: A More Effective Way to Use Advertising and Publicity

Published online by Cambridge University Press:  06 March 2006

MARSHA D. LODA  and
BARBARA CARRICK COLEMAN
MARSHA D. LODA
Affiliation:
Augusta State University, mloda@aug.edu
BARBARA CARRICK COLEMAN
Affiliation:
Augusta State University, bcoleman@aug.edu
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Abstract

The purpose of this research is twofold: (1) to examine the persuasive effects of a message that is presented either as advertising or publicity, and (2) to study whether sequencing (i.e., advertising-then-publicity or publicity-then-advertising) matters in integrated marketing. Specifically, this research tests (1) whether there is a difference between advertising and publicity on message acceptance and message response, and (2) whether the sequencing of publicity and advertising affects message processing. Four dependent variables are studied: message strength, perceived credibility, attitude toward the destination, and purchase intent. Results suggest that the sequence, publicity-then-advertising, is most effective at persuading potential customers to visit a tourist destination.

Type
Research Article
Information
Journal of Advertising Research , Volume 45 , Issue 4 , December 2005 , pp. 362 - 372
Copyright
© Copyright © 1960-2005, The ARF

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