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Differences in readers' response towards advertising versus publicity.
1Marketing Department, Bryant University, Smithfield, RI 02917-1284, USA. sputrevu@bryant.edu
Psychological Reports
|April 14, 2005
Summary
Publicity messaging enhances consumer engagement more effectively than traditional advertising. Studies show publicity leads to better recall, deeper message processing, and increased purchase intent, making it a valuable communication tool.
Area of Science:
- Marketing Communications
- Consumer Psychology
Background:
- Publicity is often perceived as more credible than advertising.
- Communication specialists advocate for integrating publicity with advertising to meet communication objectives.
Purpose of the Study:
- To investigate the differential effects of publicity versus advertising on reader response.
- To compare recall, message processing, and credibility perceptions between publicity and advertising formats.
Main Methods:
- A sample of 104 students (52 male, 52 female) were exposed to printed messages.
- Messages were clearly identified as either advertising or publicity.
- Participant responses, including recall, message thoughts, and credibility ratings, were measured.
Main Results:
- Publicity messages were associated with deeper cognitive processing.
- Participants demonstrated higher recall and more message-relevant thoughts for publicity.
- Publicity messages received higher ratings for source credibility, brand attitude, and purchase intent compared to advertisements.
Conclusions:
- Publicity formats elicit a more favorable cognitive and attitudinal response than comparable advertisements.
- Integrating publicity into communication strategies can enhance brand perception and consumer intent.
- The findings support the strategic use of publicity for improved marketing outcomes.