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Related Experiment Videos

Differences in readers' response towards advertising versus publicity.

Sanjay Putrevu1

  • 1Marketing Department, Bryant University, Smithfield, RI 02917-1284, USA. sputrevu@bryant.edu

Psychological Reports
|April 14, 2005
PubMed
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.

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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:

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  • 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.