The purpose of this research is twofold: (1) to examine the persuasive
effects of a message that is presented either as advertising or publicity,
and (2) to study whether sequencing (i.e., advertising-then-publicity or
publicity-then-advertising) matters in integrated marketing. Specifically,
this research tests (1) whether there is a difference between advertising
and publicity on message acceptance and message response, and (2) whether
the sequencing of publicity and advertising affects message processing.
Four dependent variables are studied: message strength, perceived
credibility, attitude toward the destination, and purchase intent. Results
suggest that the sequence, publicity-then-advertising, is most effective
at persuading potential customers to visit a tourist destination.