Marketing Management/ Strategy/ Branding
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.
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Loda, Marsha and Coleman, Barbara Carrick, "Good Media Mix Strategies for Bad Times: Sequencing Optimizes" (2013). Association of Marketing Theory and Practice Proceedings 2013. 23.