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Exploring the Comparative Communications Effectiveness of Advertising and Public Relations: An Experimental Study of Initial Branding Advantage

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References

1951Coefficient Alpha and the Internal Structure of Tests43,892 cited
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2005Readers' Reactions to Mixtures of Advertising and Editorial Content in Magazines113 cited
1991Corporate Advertising in America: A Review of Published Studies on Use, Measurement, and Effectiveness105 cited
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1999No, Virginia, it’s not true what they say about publicity’s “implied third-party endorsement” effect58 cited
1999When Advertising and Public Relations Converge: An Application of Schema Theory to the Persuasive Impact of Alignment Ads37 cited
2004Effect of content type on impact: editorial vs. advertising29 cited
1996Modeling Format and Source Effects of an Advocacy Message27 cited

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2014Suggesting a More Effective Way to Use the Promotional Mix in Services12 cited
2016Insights into the Impact of CSR Communication Source on Trust and Purchase Intention12 cited

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