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1999 Journal of Public Relations Research
doi: 10.1207/s1532754xjprr1104_02
Claims about the superiority of news over advertising are a cornerstone of public relations practice. Drawing on the dual processing models in social cognition (Chaiken, 1980, 1987; Petty & Cacioppo, 1986), this study defines the difference between news and advertising in terms of content class, a contextual variable that serves as a cue during cognitive processing of mediated messages. An experimental study using a 2 x 2 x 2 factorial design (N = 329) manipulated content class, argument strength, and product involvement using 16 full-page prototype articles and ads for 4 products that might be found in a new college magazine. Content class interacted with product involvement to impact the amount of processing by participants (based on recall and cognitive responses measures) and with argument strength to bias message evaluations (based on valence of cognitive thoughts, believability assessments, and attitudinal—conative measures). The results provide only qualified support for claims about the superiority of news over advertising and suggest caution by public relations practitioners when promoting advantages of publicity.
McKeown, Carol Anne; Plowman, Kenneth D.
1999 Journal of Public Relations Research
doi: 10.1207/s1532754xjprr1104_03
This case study explored how the 1996 Democratic and Republican parties' presidential candidates used the World Wide Web to communicate to voters during the general election. The study found that the campaigns were able to present more in-depth issue information through this new communication medium than traditional media channels. Results also indicated that the campaigns did not use this new technology to increase interaction between voters and candidates.
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