Research
Advertising and PR
Page 1 of 1 pages
- Examining Legitimacy Gap in Issues Management Applying Expectancy Violation Theory:
- An Empirical Analysis of Legitimacy Gap in an Issue of Direct-to-Consumer Advertising in Pharmaceutical Industry
- This paper aims to examine the legitimacy gap between publics' perceived societal expectation and an organizational behavior for different types of issues…
- The Use of Integrated Marketing Communications by U.S. Non-profit Organizations
- This research aims to expand the knowledge about United States non-profit organizations' current use of integrated marketing communications (IMC) to build…
- Representing PR in the Marketing Mix: A Study on PR Variables in Marketing Mix Modeling
- In spite of increasing emphasis on coordinating all communication activities (including advertising, sales, promotion, and public relations), few studies…
- Exploring the Comparative Communications Effectivess of Advertising and Media Placement
- New research has found public relations placements and advertising to be equally effective in generating consumer interest in a newly launched product...…
- How Big Is Public Relations (and Why Does It Matter)?
- The Economic Impact of Our Profession
- This paper argues that our identity as a profession has a strong connection to issues of size and economic impact on society...
- Dispelling the Myth of PR Multipliers and Other Inflationary Audience Measures
- Multipliers are often used by public relations professionals to factor circulation or audience figures when calculating impressions.
- Advertising Value Equivalency
- The idea of Advertising Value Equivalency (AVE) has been around for many years. It has generated much debate in the Public Relations industry, with this…
- 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,…
Page 1 of 1 pages
