When synergy in marketing communication online enhances audience response: The effects of varying advertising and product publicity messages

Journal of Advertising Research

Volumn 46, Issue 2, 2006, Pages 160-170

  Wang, Alex ^a  

^a UNIVERSITY OF CONNECTICUT   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 33845306840     PISSN: 00218499     EISSN: 17401909     Source Type: Journal    
DOI: 10.2501/S0021849906060181     Document Type: Article

References (32)

1. ANAND, P., and B. STERNTHAL. "Ease of Message Processing as a Moderator of Repetition Effects in Advertising." Journal of Marketing Research 27, 3 (1990): 345-53.
2. ANDERSON, P., and S. M. ABBOTT. "Comparing Infomercial and Commercial on a Newspaper Cable Television Channel." In Marketing Communications Theory and Research, M. J. Houston and R. J. Lutz, eds. Chicago, IL: American Marketing Association Proceedings Series, 1985.
3. BALASUBRAMANIAN, S. K. "Beyond Advertising and Publicity: Hybrid Messages and Public Policy Issues." Journal of Advertising 23, 4 (1994): 29-16.
4. CHAIKEN, S., and D. MAHESWARAN. "Heuristic Processing Can Bias Systematic Processing: Effects of Source Credibility, Argument Ambiguity and Task Importance on Attitude Judgment." Journal of Personality and Social Psychology 66, 3 (1994): 460-73.
5. CHANG, Y., and E. THORSON. "Television and Web Advertising Synergies." Journal of Advertising 33, 2 (2004): 75-84.
6. EASTIN, M. S. "Credibility Assessments of Online Health Information: The Effects of Source Expertise and Knowledge of Content." Journal of Computer-Mediated Communication 6, 4 (2001): [URL: http://www.ascusc.org/jcmc/ vol6/issue4/eastin.html], retrieved October 2005.
7. GARDNER, M. P. "Advertising Effects on Attributes Recalled and Criteria Used for Brand Evaluation." Journal of Consumer Research 10, 4 (1983): 310-18.
8. GOLDMAN, J. Public Relations in the Marketing Mix. Lincolnwood, IL: NTC Business Books, 1984.
9. GRAZIOLI, S., and S. JARVENPAA. "Perils of Internet Fraud: An Empirical Investigation of Deception and Trust with Experienced Internet Audiences." IEEE Transactions on Systems, Man and Cybernetics-Part A: Systems and Human 30, 4 (2000): 395-410.
10. HALLAHAN, K. "Content Class as a Contextual Cue in the Cognitive Processing of Publicity Versus Advertising." Journal of Public Relations Research 11, 4 (1999a): 293-320.
11. -. "No, Virginia, It's Not True What They Say about Publicity's Third-Party Endorsement Effect." Public Relations Review 25, 4 (1999b): 331-50.
12. HANSELL, S., and A. HARMON. "Caveat Emptor on the Web: Ad and Editorial Lines Blur." The New York Times, February 26, 1999.
13. HARKINS, S. G., and R. E. PETTY. "Information Utility and the Multiple Source Effect." Journal of Personality and Social Psychology 52, 2 (1987): 260-68.
14. HIGHTOWER, D. "Selecting the Right Racquet": [URL:http://www.tennis-warehouse.com/LC/SelectingRacquet/SelectingRacquet.html], retrieved April 2002.
15. KANSO, A., and R. A. NELSON. "Internet and Magazine Advertising: Integrated Partnerships or Not?" Journal of Advertising Research 44, 4 (2004): 317-26.
16. LODA, M. D., and B. C. COLEMAN. "Sequence Matters: A More Effective Way to Use Advertising and Publicity." Journal of Advertising Research 45, 4 (2005): 362-72.
17. MAHESWARAN, D., and S. CHAIKEN. "Promoting Systematic Processing in Low-Involvement Settings: Effect of Incongruent Information on Processing and Judgment." Journal of Personality and Social Psychology 61, 1 (1991): 13-25.
18. MARTIN, J. "GEAR: Spring Racquet Guide." Tennis Magazine, April 2000: [URL: http://www. tennis.com/gear/fullstory.sps?iNewsid=17216 &itype=1479&iCategoryID=293], retrieved April 2002.
19. MCCOMBS, M. E. "Agenda-Setting Function of the Mass Media." Public Relations Review 3, 1 (1977): 89-95.
20. MORIARTY, S. E. "The Circle of Synergy: Theoretical Perspectives and an Evolving IMC Research Agenda." In Integrated Communication: Synergy of Persuasive Voices, E. Thorson and J. Moore, eds. Mahwah, NJ: Lawrence Erlbaum, 1996.
21. REEVES, B., S. H. CHAFFEE, and A. R. TIMS. "Social Cognition and Mass Communication Research." In Social Cognition and Communication, M. E. Roloff and C. R. Berger, eds. Beverly Hills, CA: Sage Publications, 1982.
22. SCHULTZ, D. E. "Integrated Marketing Communications: Maybe Definition is in the Point of View." Marketing News 27, 1 (1993): 17.
23. -, S. I. TANNENBAUM, and R. F. LAUTERBORN. Integrated Marketing Communications: Pulling It Together and Making It Work. Lincolnwood, IL: NTC Business Books, 1994.
24. SCHUMANN, D. W., A. ARTIS, and R. RIVERA. "The Future of Interactive Advertising Viewed through an IMC Lens." Journal of Interactive Advertising 1, 2 (2001): [URL: http://jiad.org/vol1/no2/schumann], retrieved April 2002.
25. SENGUPTA, J., and G. V. JOHAR. "Effects of Inconsistent Attribute Information on the Predictive Value of Product Attitudes: Toward a Resolution of Opposing Perspectives." Journal of Consumer Research 29, 2 (2002): 39-56.
26. SRULL, T. K., and R. S. WYER. "Person Memory and Judgment." Psychological Review 96, 1 (1989): 58-83.
27. SUNDAR, S. S. "Effect of Source Attribution on Perception of Online News Stories." Journalism and Mass Communication Quarterly 75, 1 (1998): 55-68.
28. THORSON, E., and J. MOORE. "Introduction." In Integrated Communication: Synergy of Persuasive Voices, E. Thorson and J. Moore, eds. Mahwah, NJ: Lawrence Erlbaum, 1996.
29. WANG, A. "Customer Testimonials and News Clips as Contextual Cues in the Consumer Cognitive Processing of Online Shopping: How Do They Build Trust and Then Increase Purchase Intention." Journal of Promotion Management 9, 1/2 (2003): 145-62.
30. -. "Integrating and Comparing Other's Opinions: The Effects of Third-Party Endorsements on Online Purchasing." Journal of Website Promotion 1, 1 (2005a): 105-29.
31. -. "The Effects of Expert and Consumer Endorsement on Audience Response." Journal of Advertising Research 45, 4 (2005b): 402-12.
32. -. "The Effects of Integrating Advertising and Product Publicity on Web Usability." In Business Research Yearbook, A. Alkhafaji and A. G. Marjorie, eds. Slippery Rock, PA: Slippery Rock University, 2005c.