Public relations vs. advertising

Public relations vs. advertising

This study aims to examine and understand the effectiveness and credibility of advertising and public relations in the form of editorial coverage. This study involves three main groups, namely prominent practitioners in public relations and advertising as well as independent party who does not belon...

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Main Authors: Tengku Adrian Ismail, Jamilah Haji Ahmad
Format: Article
Language:English
Published: Pusat Pengajian Media dan Komunikasi, Fakulti Sains Sosial dan Kemanusiaan, Universiti Kebangsaan Malaysia 2015
Online Access:http://journalarticle.ukm.my/10007/
http://journalarticle.ukm.my/10007/
http://journalarticle.ukm.my/10007/1/V31_2_8.pdf
id ukm-10007
recordtype eprints
spelling ukm-100072017-01-24T08:08:51Z http://journalarticle.ukm.my/10007/ Public relations vs. advertising Tengku Adrian Ismail, Jamilah Haji Ahmad, This study aims to examine and understand the effectiveness and credibility of advertising and public relations in the form of editorial coverage. This study involves three main groups, namely prominent practitioners in public relations and advertising as well as independent party who does not belong to either of these categories of practitioners. Guided by the Source Credibility Theory, this exploratory study emphasises on key measure of credibility in finding the overall effectiveness of public relations over advertising. Findings of this study provide ground for constructive argument on the co-relations, effectiveness, estrangement and togetherness of the much debated topic of public relations versus advertising. The main basis of the comparison is based on credibility, and the data focused on three central themes: contribution to brand knowledge and brand image, adequacy of public relations and advertising, and concerns of public relations and advertising practitioners. In short, both public relations and advertising can employ contextual strategy by working together to reach consumers in the most creative and tactical manner. Pusat Pengajian Media dan Komunikasi, Fakulti Sains Sosial dan Kemanusiaan, Universiti Kebangsaan Malaysia 2015 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/10007/1/V31_2_8.pdf Tengku Adrian Ismail, and Jamilah Haji Ahmad, (2015) Public relations vs. advertising. Jurnal Komunikasi ; Malaysian Journal of Communication, 31 (2). pp. 117-130. ISSN 0128-1496 http://www.ukm.my/jkom/journal/volumes/volume31-2-2015.html
repository_type Digital Repository
institution_category Local University
institution Universiti Kebangasaan Malaysia
building UKM Institutional Repository
collection Online Access
language English
description This study aims to examine and understand the effectiveness and credibility of advertising and public relations in the form of editorial coverage. This study involves three main groups, namely prominent practitioners in public relations and advertising as well as independent party who does not belong to either of these categories of practitioners. Guided by the Source Credibility Theory, this exploratory study emphasises on key measure of credibility in finding the overall effectiveness of public relations over advertising. Findings of this study provide ground for constructive argument on the co-relations, effectiveness, estrangement and togetherness of the much debated topic of public relations versus advertising. The main basis of the comparison is based on credibility, and the data focused on three central themes: contribution to brand knowledge and brand image, adequacy of public relations and advertising, and concerns of public relations and advertising practitioners. In short, both public relations and advertising can employ contextual strategy by working together to reach consumers in the most creative and tactical manner.
format Article
author Tengku Adrian Ismail,
Jamilah Haji Ahmad,
spellingShingle Tengku Adrian Ismail,
Jamilah Haji Ahmad,
Public relations vs. advertising
author_facet Tengku Adrian Ismail,
Jamilah Haji Ahmad,
author_sort Tengku Adrian Ismail,
title Public relations vs. advertising
title_short Public relations vs. advertising
title_full Public relations vs. advertising
title_fullStr Public relations vs. advertising
title_full_unstemmed Public relations vs. advertising
title_sort public relations vs. advertising
publisher Pusat Pengajian Media dan Komunikasi, Fakulti Sains Sosial dan Kemanusiaan, Universiti Kebangsaan Malaysia
publishDate 2015
url http://journalarticle.ukm.my/10007/
http://journalarticle.ukm.my/10007/
http://journalarticle.ukm.my/10007/1/V31_2_8.pdf
first_indexed 2023-09-18T19:56:09Z
last_indexed 2023-09-18T19:56:09Z
_version_ 1777406542685929472

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