This research compares the effects of paid advertising (banner ad plus banner ad) and publicity (news article plus banner ad) on attitude toward the brand in the context of different product categorization approaches. The authors utilize both the elaboration likelihood model (ELM) and the economics of information theory to test the mechanism through which different electronic communication modes impact consumers' attitude toward the brand for various product categories. Findings indicate that the product categorization based on the level of involvement (ELM) to be superior to the one distinguishing search from experience goods (economics of information). Including news about the brand in the online brand communication mix generates higher brand attitudes for low- and moderate-involvement products while for high-involvement products, brand attitudes become more favorable with increasing credibility of the added news message.
Micu, Anca and Iryna Pentina. "Integrating Advertising and News about the Brand in the Online Environment: Are All Products the Same?" Journal of Marketing Communications 20.3 (2014):