Comparing advertising and editorials : An experimental study in TV and print (CROSBI ID 218490)
Prilog u časopisu | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Tkalac Verčič, Ana ; Verčič, Dejan ; Laco, Kristina
engleski
Comparing advertising and editorials : An experimental study in TV and print
Publicity represents one of the most visible elements of public relations and as such draws a lot of attention from both within and outside the profession. Public relations practitioners seem to rely on the concept that news in the media has a superior value to advertising, if both messages are similar in content. This study aimed to establish the relationship between advertising and news editorials in terms of communication effects. Since public relations specialists claim that editorials are more credible and have greater impact than advertising it is clear how the results of this study could have potentially important implications for both advertising and public relations professionals.
advertising; media effects; public relations; publicity
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