Exploring the Comparative Communications Effectiveness of Advertising and Public Relations: A Replication and Extension of Prior Experiments
The comparative effectiveness of public relations compared to advertising has long been controversial. This study reviews a pilot and initial experimental study of the effect of public relations versus advertising and replicates and extends the research as the second part of a continuing body of...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Insitute for Public Relations
2009-06-01
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| Series: | Public Relations Journal |
| Online Access: | https://prjournal.instituteforpr.org/wp-content/uploads/Exploring-the-Comparative.pdf |