Association of Marketing Theory and Practice Proceedings 2013

Document Type

Conference Proceeding

Conference Track

Marketing Management/ Strategy/ Branding

Publication Date



This paper summarizes an experiment which compares three commonly used marketing elements: advertising, Internet websites, and publicity. These elements are rated on two dependent variables: message acceptance (credibility and message strength), and message response (attitude and purchase intent). Direct effects of each variable are examined. Sequencing effects are also examined to see if it matters in what order potential customers encounter the marketing message. Results indicate that a website, used alone, can make a significant difference in message strength. However, to impact purchase intent, a multimedia campaign is necessary. The current study extends the authors’ 2005 research comparing only advertising and publicity on the same variables. The publicity-lead sequence in both studies produced some of the strongest results on the purchase intent variable. Advertising-only was not significant for any variable in either study but was significantly present in sequencing effects. Applications for marketing professionals are included.

About the Authors

Marsha D. Loda (Ph.D., Clemson University), Associate Professor of Marketing, Hull College of Business, Georgia Regents University. Dr. Loda was a marketing professional for 25 years, both in the agency business and in hospitality marketing, before getting her doctorate.

Barbara Carrick Coleman (Ph.D., University of Georgia), Associate Dean, Hull College of Business, Georgia Regents University. Her area of interest is non-profit marketing.

Copyright Statement / License for Reuse

Digital Commons@Georgia Southern License

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Marketing Commons