کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
139555 | 162504 | 2008 | 7 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
Comparing advertising and editorials: An experimental study in TV and print
دانلود مقاله + سفارش ترجمه
دانلود مقاله ISI انگلیسی
رایگان برای ایرانیان
کلمات کلیدی
موضوعات مرتبط
علوم انسانی و اجتماعی
مدیریت، کسب و کار و حسابداری
بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
![عکس صفحه اول مقاله: Comparing advertising and editorials: An experimental study in TV and print Comparing advertising and editorials: An experimental study in TV and print](/preview/png/139555.png)
چکیده انگلیسی
Publicity represents one of the most visible elements of public relations and as such draws a lot of attention from both within and outside the profession. Public relations practitioners seem to rely on the concept that news in the media has a superior value to advertising, if both messages are similar in content. This study aimed to establish the relationship between advertising and news editorials in terms of communication effects. Since public relations specialists claim that editorials are more credible and have greater impact than advertising it is clear how the results of this study could have potentially important implications for both advertising and public relations professionals.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Public Relations Review - Volume 34, Issue 4, November 2008, Pages 380–386
Journal: Public Relations Review - Volume 34, Issue 4, November 2008, Pages 380–386
نویسندگان
Tkalac Verčič, Dejan Verčič, Kristina Laco,