How Publicity and Advertising Spending Affect Marketing and Company Performance: Print Media Publicity about Durable-Goods/Services Brands Has a Stronger Impact than Advertising
Harlan E. Spotts
Western New England University
Marc G. Weinberger
University of Massachusetts/University of Georgia
Michelle F. Weinberger
Northwestern University
MANAGEMENT SLANT
- Publicity – via newspapers and magazine articles – and advertising spending are synergistic, although publicity has a stronger relative importance compared with advertising on some measures of company performance.
- Positive publicity has a significant overall effect, whereas negative publicity has a detrimental effect on most firm performance metrics.
- Corporate-brand attitude has a strong influence on sales,...