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.

Engagement
Recall & recognition
Public relations
Strategy

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...

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