Examining Effects of Advertising Campaign Publicity in a Field Study

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 University
In an article entitled "Commercials Become News and the Airtime...