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Effect of media relations on audiences: comparing how editorials and advertising influence behavior

Ana Tkalac Verčič   ORCID icon orcid.org/0000-0002-9538-673X ; Ekonomski fakultet-Zagreb
Đurđica Vučković

Puni tekst: hrvatski, pdf (193 KB) str. 43-55 preuzimanja: 1.341* citiraj
APA 6th Edition
Tkalac Verčič, A. i Vučković, Đ. (2010). Utjecaj odnosa s medijima na ponašanje javnosti: usporedba uredničkih sadržaja i oglašavanja. Market-Tržište, 22 (1), 43-55. Preuzeto s https://hrcak.srce.hr/62111
MLA 8th Edition
Tkalac Verčič, Ana i Đurđica Vučković. "Utjecaj odnosa s medijima na ponašanje javnosti: usporedba uredničkih sadržaja i oglašavanja." Market-Tržište, vol. 22, br. 1, 2010, str. 43-55. https://hrcak.srce.hr/62111. Citirano 28.11.2020.
Chicago 17th Edition
Tkalac Verčič, Ana i Đurđica Vučković. "Utjecaj odnosa s medijima na ponašanje javnosti: usporedba uredničkih sadržaja i oglašavanja." Market-Tržište 22, br. 1 (2010): 43-55. https://hrcak.srce.hr/62111
Harvard
Tkalac Verčič, A., i Vučković, Đ. (2010). 'Utjecaj odnosa s medijima na ponašanje javnosti: usporedba uredničkih sadržaja i oglašavanja', Market-Tržište, 22(1), str. 43-55. Preuzeto s: https://hrcak.srce.hr/62111 (Datum pristupa: 28.11.2020.)
Vancouver
Tkalac Verčič A, Vučković Đ. Utjecaj odnosa s medijima na ponašanje javnosti: usporedba uredničkih sadržaja i oglašavanja. Market-Tržište [Internet]. 2010 [pristupljeno 28.11.2020.];22(1):43-55. Dostupno na: https://hrcak.srce.hr/62111
IEEE
A. Tkalac Verčič i Đ. Vučković, "Utjecaj odnosa s medijima na ponašanje javnosti: usporedba uredničkih sadržaja i oglašavanja", Market-Tržište, vol.22, br. 1, str. 43-55, 2010. [Online]. Dostupno na: https://hrcak.srce.hr/62111. [Citirano: 28.11.2020.]

Sažetak
A notion, according to which editorials have a bigger communication influence than advertisements, is very common and quite popular in public relations. The said notion is so prevalent (among both public relations and marketing communications experts) that it has led to the concept of perceived influence multipliers that point to a stronger editorial influence in comparison to advertising influence (2.5 to 8 times stronger). Based on the described assumption, the aim of this paper was to further explore how the target audience perceives editorial and advertising content. The research problem was to compare the effects of both types of content on behavior and behavioral intent (through four media – Internet, radio, newspapers and television). Respondents were divided into two groups – current users of the service that was in focus (for influence on behavior) and potential users (for influence on behavioral intent). Even though current users said that editorials had a bigger influence on their behavior, this difference was not significant. On the other hand, potential users stated that the advertising content shaped their behavioral intent more than did editorials. These results once again show the assumption, according to which editorials have a stronger communication influence than advertisements, to be highly questionable.

Ključne riječi
public relations; editorial content; advertising; perceived influence multiplier

Hrčak ID: 62111

URI
https://hrcak.srce.hr/62111

[hrvatski]

Posjeta: 2.248 *