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...