Putrevu Sanjay
Marketing Department, Bryant University, Smithfield, RI 02917-1284, USA.
Psychol Rep. 2005 Feb;96(1):207-12. doi: 10.2466/pr0.96.1.207-212.
Publicity is assumed to have higher credibility than advertising prompting communication specialists to call for its use alongside traditional advertising to achieve overall communication goals. To test the differences in readers' response towards advertisements and publicity, a sample of students (N= 104; 52 men and 52 women) were shown printed messages identified as advertising or publicity. The publicity format appeared to be associated with deeper processing because participants had higher recall, more message-relevant thoughts, and better discrimination for the publicity message. In addition, participants rated the publicity message higher on Source Credibility, Brand Attitude, and Purchase Intent than a comparable advertisement.
一般认为，宣传比广告具有更高的可信度，这促使传播专家呼吁将其与传统广告一起使用，以实现整体传播目标。为了测试读者对广告和宣传的反应差异，向一组学生样本（N = 104；52名男性和52名女性）展示了被标识为广告或宣传的印刷信息。宣传形式似乎与更深入的加工有关，因为参与者对宣传信息有更高的回忆率、更多与信息相关的想法，并且对宣传信息的辨别能力更强。此外，与可比的广告相比，参与者对宣传信息在来源可信度、品牌态度和购买意愿方面的评价更高。
