Marsha D. Loda

Sequence Matters: A More Effective Way to Use Advertising and Publicity

ABSTRACT 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.

Advertising and Publicity: Suggested New Applications for Tourism Marketers

This research explores two of the basic tools used by tourism marketers: advertising and publicity. Message stimulus is the independent variable and consists of two parts: message presentation (i.e., publicity or advertising) and message sequencing (i.e., publicity only, publicity then advertising, advertising only, or advertising then publicity). Four dependent variables are organized in two categories: message acceptance (i.e., perceived credibility, message strength) and message response (i.e., attitude toward the destination, purchase intent). Results of the study show that publicity, in either presentation or sequencing, created significantly higher mean scores than advertising for credibility, message strength, and purchase intent. This study reaffirms that publicity is an important element in the tourism marketing mix. Furthermore, it suggests that a publicity-then-advertising strategy is most effective at persuading potential tourists to visit a specific destination.

How potential tourists react to mass media marketing: advertising versus publicity.

Abstract The purpose of this research is to examine the persuasive effects of message presentation (i.e., advertising or publicity) on the effectiveness of marketing a tourist destination. This research attempts to test whether there is a difference between advertising and publicity on message acceptance and message response. Four dependent variables are studied: message strength, perceived credibility, attitude toward the destination, and purchase intent. Results of the study show that publicity created significantly higher mean scores than advertising for three of the four dependent variables tested. This study confirms that publicity is an important element in the tourism marketing mix. It also adds empirical evidence to Gartners (1993) typology of image change agents, supporting publicitys effectiveness in developing the touristic image.

Walking in Memphis: Testing One DMO’s Marketing Strategy to Millennials

This research examines the two promotional strategies most commonly used by destination marketers: traditional advertising and Web sites.While research concerning both advertising and the Internet is abundant, studies comparing tourism marketing strategies, especially those that target the Millennial generation, are limited. In this study a print advertisement and the official Web site for the Memphis Convention and Visitors Bureau are experimentally tested with a sample of members of the Millennial generation. Four dependent variables are examined: (1) attitude toward the destination, (2) message strength, (3) credibility, and (4) purchase intent. Results reinforce the importance of the Internet to tourism marketing and destination selection. Six strategies deduced from the research are written for tourism marketers.

Always on my mind: recall of daily travel occurrences.

Abstract While the act of leisure travel does not happen on a daily basis, travel-related occurrences typically do. The purpose of this study was to document consumer recall of daily travel occurrences and examine the relationship between recall and leisure travel involvement, travel frequency and timing of past and future travel. Further, similarities between types of recalled travel occurrences and deliberately sought travel information were assessed. The responses of 335 travel consumers indicated support for hypothesized relationships between daily occurrence recall and travel involvement, frequency and recency. Travel occurrences are a consistent part of consumers daily lives and operate as an important bridge between past and future travel.

Suggesting a more effective way to use the promotional mix in services.

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.

Temporal Orientation and Destination Selection

This article summarizes recent findings related to temporal orientation and marketing. Differences in temporal orientation are largely between two groups: present and future. Succinctly put, future-oriented people consider the future consequences of their decisions; in contrast, present-focused individuals focus primarily on near-term benefits. This concept is widely studied, and accepted to impact perception, information processing, attitudes and behavior across several industry segments. Results of exploring this concept within a tourism context indicate a difference in destination selection between the two orientations. Authors suggest how tourism marketers may apply these preliminary findings and how future research may more fully tap this robust concept for tourism.