Public relations vs. advertising
This study aims to examine and understand the effectiveness and credibility of advertising and public relations in the form of editorial coverage. This study involves three main groups, namely prominent practitioners in public relations and advertising as well as independent party who does not belon...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Pusat Pengajian Media dan Komunikasi, Fakulti Sains Sosial dan Kemanusiaan, Universiti Kebangsaan Malaysia
2015
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| Online Access: | http://journalarticle.ukm.my/10007/1/V31_2_8.pdf |
| _version_ | 1796931094477537280 |
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| author | Tengku Adrian Ismail, Jamilah Haji Ahmad, |
| author_facet | Tengku Adrian Ismail, Jamilah Haji Ahmad, |
| author_sort | Tengku Adrian Ismail, |
| collection | UKM |
| description | This study aims to examine and understand the effectiveness and credibility of advertising and public relations in the form of editorial coverage. This study involves three main groups, namely prominent practitioners in public relations and advertising as well as independent party who does not belong to either of these categories of practitioners. Guided by the Source Credibility Theory, this exploratory study emphasises on key measure of credibility in finding the overall effectiveness of public relations over advertising. Findings of this study provide ground for constructive argument on the co-relations, effectiveness, estrangement and togetherness of the much debated topic of public relations versus advertising. The main basis of the comparison is based on credibility, and the data focused on three central themes: contribution to brand knowledge and brand image, adequacy of public relations and advertising, and concerns of public relations and advertising practitioners. In short, both public relations and advertising can employ contextual strategy by working together to reach consumers in the most creative and tactical manner. |
| first_indexed | 2024-03-06T04:13:05Z |
| format | Article |
| id | ukm.eprints-10007 |
| institution | Universiti Kebangsaan Malaysia |
| language | English |
| last_indexed | 2024-03-06T04:13:05Z |
| publishDate | 2015 |
| publisher | Pusat Pengajian Media dan Komunikasi, Fakulti Sains Sosial dan Kemanusiaan, Universiti Kebangsaan Malaysia |
| record_format | dspace |
| spelling | ukm.eprints-100072017-01-24T08:08:51Z http://journalarticle.ukm.my/10007/ Public relations vs. advertising Tengku Adrian Ismail, Jamilah Haji Ahmad, This study aims to examine and understand the effectiveness and credibility of advertising and public relations in the form of editorial coverage. This study involves three main groups, namely prominent practitioners in public relations and advertising as well as independent party who does not belong to either of these categories of practitioners. Guided by the Source Credibility Theory, this exploratory study emphasises on key measure of credibility in finding the overall effectiveness of public relations over advertising. Findings of this study provide ground for constructive argument on the co-relations, effectiveness, estrangement and togetherness of the much debated topic of public relations versus advertising. The main basis of the comparison is based on credibility, and the data focused on three central themes: contribution to brand knowledge and brand image, adequacy of public relations and advertising, and concerns of public relations and advertising practitioners. In short, both public relations and advertising can employ contextual strategy by working together to reach consumers in the most creative and tactical manner. Pusat Pengajian Media dan Komunikasi, Fakulti Sains Sosial dan Kemanusiaan, Universiti Kebangsaan Malaysia 2015 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/10007/1/V31_2_8.pdf Tengku Adrian Ismail, and Jamilah Haji Ahmad, (2015) Public relations vs. advertising. Jurnal Komunikasi ; Malaysian Journal of Communication, 31 (2). pp. 117-130. ISSN 0128-1496 http://www.ukm.my/jkom/journal/volumes/volume31-2-2015.html |
| spellingShingle | Tengku Adrian Ismail, Jamilah Haji Ahmad, Public relations vs. advertising |
| title | Public relations vs. advertising |
| title_full | Public relations vs. advertising |
| title_fullStr | Public relations vs. advertising |
| title_full_unstemmed | Public relations vs. advertising |
| title_short | Public relations vs. advertising |
| title_sort | public relations vs advertising |
| url | http://journalarticle.ukm.my/10007/1/V31_2_8.pdf |
| work_keys_str_mv | AT tengkuadrianismail publicrelationsvsadvertising AT jamilahhajiahmad publicrelationsvsadvertising |