AN EMPIRICAL INVESTIGATION OF THE INTERACTION BETWEEN PUBLICITY, ADVERTISING, AND PREVIOUS BRAND ATTITUDES AND KNOWLEDGE

Marketing practitioners and advertising firms have increasingly embraced an integrated marketing communications (IMC) approach to their promotional efforts in order to achieve direct effects of the individual communication tool used, as well as an additional "synergistic" effect from the combination of communications tools used. The present study is designed to fill a gap in the marketing literature by using a controlled experimental design to assess and compare the individual and combined influences of two IMC tools--publicity and advertising--on attitude toward the ad (Aad) and attitude toward the brand (Ab). The study also looks for synergies from the use of multiple media (radio and print). Findings show that the combined effects of these IMC tools on Aad and Ab are not identical, and that there are complex interactions between media, brand familiarity, and the valence of news stories.

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