Previous studies using the integrated marketing communications framework have examined the increased effectiveness of combining either multiple media or different tactics when promoting a brand. This study considers integrating advertising and publicity to promote an unknown brand on the Internet. Experiment results indicate that when exposure to advertising combines with exposure to objective news about a new brand, effectiveness increases in terms of both brand attitudes and behavioral intentions. For sequencing exposures for technical brands, the news-then-advertising condition offers more effectiveness than the reverse sequence. When introducing non-technical brands on the Web though, using advertising first is more effective in terms of brand attitudes.
Micu, Anca and Esther Thorson. "Leveraging News and Advertising to Introduce New Brands on the Web." Journal of Interactive Advertising 9.1 (Fall 2008): 33-56.