haku: @indexterm ADVERTISING / yhteensä: 1883
viite: 286 / 1883
Tekijä: | Loda, M. D. Coleman, B. C. |
Otsikko: | Sequence matters: a more effective way to use advertising and publicity |
Lehti: | Journal of Advertising Research
2005 : DEC, VOL. 45:4, p. 362-372 |
Asiasana: | advertising publicity customers marketing |
Kieli: | eng |
Tiivistelmä: | 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. |
SCIMA