Shared more. Cited more. Safe forever.
    • advanced search
    • submit works
    • about
    • help
    • contact us
    • login
    View Item 
    •   MOspace Home
    • University of Missouri-Columbia
    • Graduate School - MU Theses and Dissertations (MU)
    • Theses and Dissertations (MU)
    • Dissertations (MU)
    • 2005 Dissertations (MU)
    • 2005 MU dissertations - Freely available online
    • View Item
    •   MOspace Home
    • University of Missouri-Columbia
    • Graduate School - MU Theses and Dissertations (MU)
    • Theses and Dissertations (MU)
    • Dissertations (MU)
    • 2005 Dissertations (MU)
    • 2005 MU dissertations - Freely available online
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.
    advanced searchsubmit worksabouthelpcontact us

    Browse

    All of MOspaceCommunities & CollectionsDate IssuedAuthor/ContributorTitleIdentifierThesis DepartmentThesis AdvisorThesis SemesterThis CollectionDate IssuedAuthor/ContributorTitleIdentifierThesis DepartmentThesis AdvisorThesis Semester

    Statistics

    Most Popular ItemsStatistics by CountryMost Popular AuthorsStatistics by Referrer

    Testing for a synergistic effect between online publicity and advertising in an integrated marketing communications context

    Micu, Anca Cristina
    View/Open
    [PDF] public.pdf (10.16Kb)
    [PDF] short.pdf (12.18Kb)
    [PDF] research.pdf (1.259Mb)
    Date
    2005
    Format
    Thesis
    Metadata
    [+] Show full item record
    Abstract
    This dissertation examined the relationship among four exposure conditions in marketing communications (pure advertising, advertising priming, publicity priming, and pure publicity) that include either advertising or publicity or both. Also, the indirect relationship between brand communication exposure condition and purchase intent was modeled via path analysis. 634 students participated in an online experiment. Repeated measures MANCOVA analysis results indicate that the two synergistic conditions, which included an ad-article or article-ad combination, were more effective in terms of brand communications impact than the pure advertising condition. The pure publicity condition was found to be more effective than any of the other three. Hence, brand communications managers are encouraged to include publicity in their strategic communication campaigns. .
    URI
    https://hdl.handle.net/10355/4168
    https://doi.org/10.32469/10355/4168
    Degree
    Ph. D.
    Thesis Department
    Journalism (MU)
    Collections
    • 2005 MU dissertations - Freely available online
    • Journalism electronic theses and dissertations (MU)

    Send Feedback
    hosted by University of Missouri Library Systems
     

     


    Send Feedback
    hosted by University of Missouri Library Systems