Suggesting a More Effective Way to Use the Promotional Mix in Services

Research output: Contribution to journalArticle

3 Scopus citations

Abstract

The purpose of this research is: (a) to examine the persuasive effects of a message presented either as a webpage, advertising, or publicity, (b) to study whether sequencing (i.e., advertising then publicity) matters in marketing. Four dependent variables are studied: message strength, perceived credibility, attitude, and purchase intent. Lack of significance for a webpage was unexpected. Several paired comparisons emerged significant for message strength but only one for purchase intent. Results have application for marketing mix allocations and promotional scheduling. New questions are raised for future research that may potentially challenge some well-established concepts.

Original languageEnglish (US)
Pages (from-to)304-320
Number of pages17
JournalServices Marketing Quarterly
Volume35
Issue number4
DOIs
StatePublished - Oct 1 2014

Keywords

  • advertising
  • marketing
  • publicity
  • tourism
  • webpage

ASJC Scopus subject areas

  • Business, Management and Accounting (miscellaneous)

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