Examining Effects of Advertising Campaign Publicity in a Field Study
Hyun Seung Jin, Xinshu Zhao, and Soontae An
Previous experimental research found that the pre-exposure of publicity about advertisements has two distinct but related effects in advertised brand recall: (a) a facilitative effect on publicized brands and (b) an inhibitive effect on nonpublicized brands.
Examining Effects of Advertising Campaign Publicity in a Field Study
Hyun Seung JinKansas State UniversityXinshu ZhaoUniversity of North Carolina at Chapel HillSoontae AnKansas State UniversityIn an article entitled "Commercials Become News and the Airtime is Free," Philip Dusenberry, a former chairman of the BBDO advertising agency, told
The New York Times (Rothenberg,
1990):The advertising in news takes on more value because it's being mentioned in a non-advertising context…. Anytime you release a new advertising campaign, you would be wise to bring in your PR people ...