TY - JOUR T1 - Sequence Matters: A More Effective Way to Use Advertising and Publicity JF - Journal of Advertising Research JO - J Advert Res SP - 362 LP - 372 DO - 10.1017/S0021849905050464 VL - 45 IS - 4 AU - Marsha D. Loda AU - Barbara Carrick Coleman Y1 - 2005/12/01 UR - http://www.journalofadvertisingresearch.com/content/45/4/362.abstract N2 - 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. ER -