A Meta-Analysis on the Effectiveness of Publicity Versus Advertising

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.


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.


Martin Eisend, European University Viadrina, Germany
Franziska Küster-Rohde, Free University Berlin, Germany


NA - Advances in Consumer Research Volume 38 | 2011

Share Proceeding

Featured papers

See More


F12. Matching Green Advertising Strategies and Brand Positioning to Improve Brand Evaluation

Danielle Mantovani, Federal University of Paraná
Victoria Vilasanti, Federal University of Paraná
Marcelo Vinhal Nepomuceno, HEC Montreal, Canada
Cecilia Souto Maior, Federal University of Paraná

Read More


Nostalgiacising: A Performative Theory of Nostalgic Consumption

Ela Veresiu, York University, Canada
Ana Babic Rosario, University of Denver
Thomas Derek Robinson, City University of London, UK

Read More


Q8. Avatars, Consumers and Possession in Online Gaming

Feihong Hu, Lancaster University, UK
Xin Zhao, Lancaster University, UK
Chihling Liu, Lancaster University, UK

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.