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En kvantitativ studie om PR och reklams relativa effektivitet
PRAdvertsingRelative effectivenessCommunicative effectBrand attitudeBrand recallAttitudeCredibilityAdUnfamiliarFamiliarPositive PRNegative PR
When working with market communications it is important that ones brand is noticed and remembered, for which the marketer has many tools at hand. This study compares the communicative effects of PR and paid advertisement on consumers, in response to the underlying purpose to provide a theoretical framework for better understanding the relative effects of the two tools. In the struggle for consumers? attention we find ads to be a tool to achieve wider brand knowledge, whilst PR is rewarded more extensive elaboration once noticed. The study also affirms the causal link between communication credibility, attitude toward the communication and brand attitude. However, we find that the brand attitude does not significantly differ when exposed to PR or paid advertisement. Hence, some aspects of choosing communication tools become less important, which should enhance the marketer?s ability to choose a communication tool that fits the reason to communicate.