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1 results

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

  • MARSHA D. LODA, BARBARA CARRICK COLEMAN
  • Journal:
    Journal of Advertising Research / Volume 45 / Issue 4 / December 2005
    Published online by Cambridge University Press:
    06 March 2006, pp. 362-372
    Print publication:
    December 2005

  • 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.