Document Type
Article
Language
eng
Publication Date
10-1-1985
Publisher
SAGE Publications
Source Publication
Communication Research
Source ISSN
0093-6502
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.
Recommended Citation
Salmon, Charles T.; Reid, Leonard N.; Pokrywczynski, James; and Willett, Robert W., "The Effectiveness of Advocacy Advertising Versus Publicity in a Public Relations Situation" (1985). College of Communication Faculty Research and Publications. 480.
https://epublications.marquette.edu/comm_fac/480
Comments
Published version. Communication Research, Vol. 12, No. 4 (October 1, 1985): 546-567. DOI. © 1985 SAGE Publications. Used with permission.
James Pokrywczynski was affiliated with the University of Georgia at the time of publication.