Differences in Readers' Response towards Advertising versus Publicity
Bibliographic Data
| ID | 13677641 |
|---|---|
| Authors | Sanjay Putrevu (Bryant University, corresponding author) |
| Year | 2005 |
| Volume | 96 |
| Issue | 1 |
| Pages | 207-212 |
| Publication date | 2005-02-01 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Psychological Reports (JOURNAL) |
| Journal identifiers | ISSN: 0033-2941 • E-ISSN: 1558-691X |
| Publisher | SAGE Publishing (PUBLISHER • US) |
| DOI | 10.2466/pr0.96.1.207-212 |
| PMID | 15825928 |
| OpenAlex | W2029137398 |
| Language | EN |
| References cited | 10 |
Publicity is assumed to have higher credibility than advertising prompting communication specialists to call for its use alongside traditional advertising to achieve overall communication goals. To test the differences in readers' response towards advertisements and publicity, a sample of students (N= 104; 52 men and 52 women) were shown printed messages identified as advertising or publicity. The publicity format appeared to be associated with deeper processing because participants had higher recall, more message-relevant thoughts, and better discrimination for the publicity message. In addition, participants rated the publicity message higher on Source Credibility, Brand Attitude, and Purchase Intent than a comparable advertisement
Advertising · Business · Cognitive psychology · Credibility · Political science · Publicity · Recall · Sample (material · Test (biology · Digital Marketing and Social Media · Impact of Technology on Adolescents · Marketing · Media Influence and Health · Psychology
Cognitive Responses in Persuasion
Sex Differences in Processing Printed Advertisements
What have public affairs and advertising got in common
Effects of the use of introductory rhetorical questions versus statements on information processing
Advertising and publicity
Nonparametric indexes for sensitivity and bias
Choices from Sets Including Remembered Brands
| Highly cited | No |
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