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 |
| _version_ | 1811311425691320320 |
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| author | Don W. Stacks David Michaelson |
| author_facet | Don W. Stacks David Michaelson |
| author_sort | Don W. Stacks |
| collection | DOAJ |
| description | 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 research dedicated to
comparing the communications effectiveness of these communications methods.
The results once again failed to establish an advantage of advertising over public
relations. Discussion focused on extending the research to different settings and
message control. |
| first_indexed | 2024-04-13T10:18:43Z |
| format | Article |
| id | doaj.art-a441164d95c64f30b01b09238951f21c |
| institution | Directory Open Access Journal |
| issn | 1942-4604 1942-4604 |
| language | English |
| last_indexed | 2024-04-13T10:18:43Z |
| publishDate | 2009-06-01 |
| publisher | Insitute for Public Relations |
| record_format | Article |
| series | Public Relations Journal |
| spelling | doaj.art-a441164d95c64f30b01b09238951f21c2022-12-22T02:50:38ZengInsitute for Public RelationsPublic Relations Journal1942-46041942-46042009-06-0133Exploring the Comparative Communications Effectiveness of Advertising and Public Relations: A Replication and Extension of Prior ExperimentsDon W. StacksDavid MichaelsonThe 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 research dedicated to comparing the communications effectiveness of these communications methods. The results once again failed to establish an advantage of advertising over public relations. Discussion focused on extending the research to different settings and message control.https://prjournal.instituteforpr.org/wp-content/uploads/Exploring-the-Comparative.pdf |
| spellingShingle | Don W. Stacks David Michaelson Exploring the Comparative Communications Effectiveness of Advertising and Public Relations: A Replication and Extension of Prior Experiments Public Relations Journal |
| title | Exploring the Comparative Communications Effectiveness of Advertising and Public Relations: A Replication and Extension of Prior Experiments |
| title_full | Exploring the Comparative Communications Effectiveness of Advertising and Public Relations: A Replication and Extension of Prior Experiments |
| title_fullStr | Exploring the Comparative Communications Effectiveness of Advertising and Public Relations: A Replication and Extension of Prior Experiments |
| title_full_unstemmed | Exploring the Comparative Communications Effectiveness of Advertising and Public Relations: A Replication and Extension of Prior Experiments |
| title_short | Exploring the Comparative Communications Effectiveness of Advertising and Public Relations: A Replication and Extension of Prior Experiments |
| title_sort | exploring the comparative communications effectiveness of advertising and public relations a replication and extension of prior experiments |
| url | https://prjournal.instituteforpr.org/wp-content/uploads/Exploring-the-Comparative.pdf |
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