Pregled bibliografske jedinice broj: 762368
Comparing advertising and editorials : An experimental study in TV and print
Comparing advertising and editorials : An experimental study in TV and print // Public relations review, 34 (2008), 4; 380-386 doi:10.1016/j.pubrev.2008.08.002 (međunarodna recenzija, članak, znanstveni)
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Naslov
Comparing advertising and editorials : An experimental study in TV and print
Autori
Tkalac Verčič, Ana ; Verčič, Dejan ; Laco, Kristina
Izvornik
Public relations review (0363-8111) 34
(2008), 4;
380-386
Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni
Ključne riječi
advertising; media effects; public relations; publicity
Sažetak
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.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
Citiraj ovu publikaciju:
Časopis indeksira:
- Current Contents Connect (CCC)
- Web of Science Core Collection (WoSCC)
- Social Science Citation Index (SSCI)
- SCI-EXP, SSCI i/ili A&HCI
- Scopus
