PT  - JOURNAL ARTICLE
AU  - Marsha D. Loda
AU  - Barbara Carrick Coleman
TI  - Sequence Matters: A More Effective Way to Use Advertising and Publicity
AID  - 10.1017/S0021849905050464
DP  - 2005 Dec 01
TA  - Journal of Advertising Research
PG  - 362--372
VI  - 45
IP  - 4
4099  - http://www.journalofadvertisingresearch.com/content/45/4/362.short
4100  - http://www.journalofadvertisingresearch.com/content/45/4/362.full
SO  - J Advert Res2005 Dec 01; 45
AB  - 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.