A Meta-Analysis on the Effectiveness of Publicity Versus Advertising

Martin Eisend, European University Viadrina, Germany
Franziska Küster-Rohde, Free University Berlin, Germany
This meta-analysis provides an answer to the question whether and when publicity (versus advertising) is more or less effective. Results show that the credibility effect of publicity is on average about twice as strong as the effect of recipients’ exposure to negative information. This effect, however, holds only for products, where recipients lack prior knowledge.
[ to cite ]:
Martin Eisend and Franziska Küster-Rohde (2011) ,"A Meta-Analysis on the Effectiveness of Publicity Versus Advertising", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.