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ISSN : 1229-8778
In the era of fast changing market situation, the relative effectiveness and efficiency of various promotional tools are constantly challenged to be evaluated. Marketers are becoming increasingly aware of the value of integrated marketing communication programs, and much attention are paid to public relations along with advertising, especially to publicity. Yet scholarly attention to this element is limited. This paper attempted to draw upon communication and information processing theory to establish a conceptual framework for the development of propositions about advertising and publicity, in terms of their relative influence on consumers' motivation, ability, and opportunity to process persuasive messages. It also identified a need for more validated research and suggested an approach to the systematic empirical comparison of these two promotional formats.
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