TY - JOUR
T1 - The effects of brand familiarity in alignment advertising
AU - Park, Sung Yeon
AU - Hitchon, Jacqueline Bush
AU - Yun, Gi Woong
PY - 2004
Y1 - 2004
N2 - This study addresses the issues of managerial concern for both nonprofit organizations and profit-oriented organizations by comparing public service advertising, alignment advertising, and traditional brand advertising as marketing communication tools. Previous findings regarding affective and conative advantages of alignment advertising over brand advertising were replicated and further expanded. At the same time, the investigation revealed that alignment advertising is not necessarily at a disadvantage to brand advertising in terms of brand recall.
AB - This study addresses the issues of managerial concern for both nonprofit organizations and profit-oriented organizations by comparing public service advertising, alignment advertising, and traditional brand advertising as marketing communication tools. Previous findings regarding affective and conative advantages of alignment advertising over brand advertising were replicated and further expanded. At the same time, the investigation revealed that alignment advertising is not necessarily at a disadvantage to brand advertising in terms of brand recall.
UR - http://www.scopus.com/inward/record.url?scp=16344391003&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=16344391003&partnerID=8YFLogxK
U2 - 10.1177/107769900408100403
DO - 10.1177/107769900408100403
M3 - Article
AN - SCOPUS:16344391003
SN - 1077-6990
VL - 81
SP - 750
EP - 765
JO - Journalism and Mass Communication Quarterly
JF - Journalism and Mass Communication Quarterly
IS - 4
ER -