The Effectiveness of Advocacy Advertising Relative to News Coverage

Authors

Charles T. Salmon, University of Wisconsin - Madison
Leonard N. Reid, University of Georgia
James Pokrywczynski, Marquette UniversityFollow
Robert W. Willett, University of Georgia

Document Type

Article

Language

eng

Format of Original

22 p.

Publication Date

10-1985

Publisher

SAGE Publications

Source Publication

Communication Research

Source ISSN

0093-6502

Original Item ID

doi: 10.1177/009365085012004006

Abstract

The use of advocacy advertising by corporations and special interest groups attempting to influence social policy has increased dramatically in the past decade. Yet little research has been conducted to gauge the effectiveness of advocacy advertising relative to other forms of mass communication. Conventional wisdom suggests that because advocacy material presented in the form of an advertisement is inherently paid-for communication, it will be less effective than the same information appearing in news columns as a published news release. This study uses a factorial design to examine the impact of format (advertisement versus news article) and source (commercial versus noncommercial) manipulations on the effectiveness of advocacy messages.

Comments

Accepted version. Communication Research, Vol. 12, No. 4 (October 1985): 546-567. DOI. © 1985 SAGE Publications. Used with permission.

James Pokrywczynski was affiliated with the University of Georgia at the time of publication.

Recommended Citation

Salmon, Charles T.; Reid, Leonard N.; Pokrywczynski, James; and Willett, Robert W., "The Effectiveness of Advocacy Advertising Relative to News Coverage" (1985). College of Communication Faculty Research and Publications. 185.
https://epublications.marquette.edu/comm_fac/185