Document Type

Peer-Reviewed Article

Publication Date

Fall 2008


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.