The DOI matches its Crossref record; 22 of the 22 references it cites were found in a registry or an index.
Beyond Advertising and Publicity: Hybrid Messages and Public Policy Issues
Abstract
This research explores a growing genre of marketing communication, labeled hybrid messages, which creatively combine key advantages (and avoid key disadvantages) inherent in advertising and publicity messages. Several types of hybrid messages are discussed, including those with long established histories (product placements, program-length commercials, program tie-ins), and those with a relatively recent origin (masked-art, masked-news, and masked-spokesperson messages). To obtain integrative insights on hybrid messages, this study: (a) reviews their historical/current regulatory status, (b) discusses their pros and cons, theoretical rationales and practical implications, and (c) delineates an extensive agenda for future research. Several important public policy questions raised by hybrid messages are addressed.
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Compliance, identification, and internalization three processes of attitude change
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Cognitive Responses in Persuasion
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The Effects of Music in Advertising on Choice Behavior: A Classical Conditioning Approach
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Über die Wirkung von Bereichsbildungen im Spurenfeld
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Causal inferences about communicators and their effect on opinion change.
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Memory and Attentional Factors in Consumer Choice: Concepts and Research Methods
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Advertising, the uneasy persuasion
Schudson, M. S. (1984) · Cited by 419
Forewarning, cognitive responding, and resistance to persuasion.
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Cited by
Product Placement in Movies: The Effect of Prominence and Mode on Audience Recall
Gupta, P. B., & Lord, K. R. (1998) · Journal of Current Issues & Research in Advertising · doi:10.1080/10641734.1998.10505076 · Cited by 587
Hudson, S., & Ritchie, J. R. B. (2006) · Journal of Travel Research · doi:10.1177/0047287506286720 · Cited by 570
Wei, M.-L., Fischer, E., & Main, K. J. (2008) · Journal of Public Policy & Marketing · doi:10.1509/jppm.27.1.34 · Cited by 309
The influence of a film on destination image and the desire to travel: a cross‐cultural comparison
Hudson, S., Wang, Y., & Gil, S. M. (2011) · International Journal of Tourism Research · doi:10.1002/jtr.808 · Cited by 226
Metadata
- Authors
- Balasubramanian, S. K.
- Venue
- Journal of Advertising
- Publisher
- Informa UK Limited
- Published
- 1994-12
- Volume
- 23
- Issue
- 4
- Pages
- 29-46
- ISSN
- 0091-3367 (ISSN-L)
- 1557-7805
- OpenAlex
- W1972697158
- Cited by
- 658
- References
- 22
- FWCI
- 2.75
- Type
- journal article
- Language
- en
- Open access
- closed
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Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
