Toward an Understanding of How News Coverage and Advertising Impact Consumer Perceptions, Attitudes

Assessment of the impact of news coverage and advertising on consumer perceptions is typically managed by different organizations within large companies, or by different advertising and media relations agencies. Consequently, very little work has been done to understand whether and how these two forms of communication interact. If we can understand how news coverage interacts with other forms of marketing communications we will be in a position to develop even more effective and efficient communications plans. The studies reported here have taken some first steps toward understanding the conditions under which news coverage interacts with advertising to impact marketplace attitudes and perceptions.

Toward an Understanding PDF

Posted in [Research Library], Advertising and PR, Measurement and Evaluation and tagged .

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