@article {Loda362, author = {Marsha D. Loda and Barbara Carrick Coleman}, title = {Sequence Matters: A More Effective Way to Use Advertising and Publicity}, volume = {45}, number = {4}, pages = {362--372}, year = {2005}, doi = {10.1017/S0021849905050464}, publisher = {Journal of Advertising Research}, abstract = {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. Specifically, this research tests (1) whether there is a difference between advertising and publicity on message acceptance and message response, and (2) whether the sequencing of publicity and advertising affects message processing. Four dependent variables are studied: message strength, perceived credibility, attitude toward the destination, and purchase intent. Results suggest that the sequence, publicity-then-advertising, is most effective at persuading potential customers to visit a tourist destination.}, issn = {0021-8499}, URL = {https://www.journalofadvertisingresearch.com/content/45/4/362}, eprint = {https://www.journalofadvertisingresearch.com/content/45/4/362.full.pdf}, journal = {Journal of Advertising Research} }