...Jungkeun Kim; Jae-Eun Kim; Roger Marshall Purpose This research aims to examine the moderating role of consumers’ persuasion knowledge (PK) on the persuasive effect of combined advertising and publicity within the same medium. The synergistic effect experienced when two messages are thus combined...

...Harlan E. Spotts; Marc G. Weinberger; Michelle F. Weinberger Purpose – The purpose of this research is to understand the relationship between publicity, advertising activity and corporate sales in the context of a company’s existing reputation. Design/methodology/approach – The study brings...

... of sponsorship evaluation really measure the publicity surrounding the sponsorship and not the sponsorship as such. © MCB UP Limited 1991 Goodwill Publicity Marketing research Sponsorship ...

...Stephen Constantine The Buy British Campaign of 1931 was the National Government's attempt to tackle a balance of payments crisis without initially resorting to tariff protection. The operation was managed by the Empire Marketing Board and employed previously‐developed publicity techniques plus...