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Full-Text Articles in Advertising and Promotion Management
Testing For A Synergistic Effect Between Online Publicity And Advertising In An Integrated Marketing Communications Context, Anca C. Micu
Testing For A Synergistic Effect Between Online Publicity And Advertising In An Integrated Marketing Communications Context, Anca C. Micu
WCBT Faculty Publications
This dissertation examined the relationship among four exposure conditions in marketing communications (pure advertising, advertising priming, publicity priming, and pure publicity) that include either advertising or publicity or both. Also, the indirect relationship between brand communication exposure condition and purchase intent was modeled via path analysis. 634 students participated in an online experiment. Repeated measures MANCOVA analysis results indicate that the two synergistic conditions, which included an ad-article or article-ad combination, were more effective in terms of brand communications impact than the pure advertising condition. The pure publicity condition was found to be more effective than any of the other …
Achieving Growth In The Luxury Market, Peter A. Maresco, Bridget M. Lyons
Achieving Growth In The Luxury Market, Peter A. Maresco, Bridget M. Lyons
WCBT Faculty Publications
Founded in 1928 as a luxury hotel-reservation processing company, The Leading Hotels of the World, Ltd, which is headquartered in New York City, has evolved into a highly recognizable luxury brand within the luxury hotel market. The company has spent the last decade transforming itself from a reservation-processing company into a luxury powerhouse. Leading Hotels provides a compelling lesson in how to effectively achieve growth in the luxury market and today has positioned itself to meet its vision: To become the preeminent provider of products and services to luxury hotels and to the luxury marketplace. This article looks at how …