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| Author: | Loda, M. D. Coleman, B. C. |
| Title: | Sequence matters: a more effective way to use advertising and publicity |
| Journal: | Journal of Advertising Research
2005 : DEC, VOL. 45:4, p. 362-372 |
| Index terms: | advertising publicity customers marketing |
| Language: | eng |
| Abstract: | This paper examines the basic tools used by marketers: advertising and publicity. It analyses whether there is a difference between advertising and publicity on message acceptance and response, and whether the sequencing of publicity and advertising influences message processing. Findings show that publicity-then-advertising strategy is most effective. |
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