Sequence Matters: A More Effective Way to Use Advertising and Publicity

The purpose of this research is twofold: (1) to examine the persuasive effects of a message that is presented either as advertising or publicity, and (2) to study whether sequencing (i.e., advertising-then-publicity or publicity-then-advertising) matters in integrated marketing.

Sequence Matters: A More Effective Way to Use Advertising and Publicity

Marsha D. Loda Augusta State University

Barbara Carrick Coleman Augusta State University

INTRODUCTION

Arecent Criticism of the literature that has been published to date on integrated marketing communications (IMC) addresses the lack of practical insights that might lead to a compendium of best practice methods (Swain, 2004). The substance of this criticism is that while IMC research has begun to clarify concepts and refine the definition, generally it has not provided guidance for practitioners. This research examines two of the components or formats of IMC most often...

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