How Publicity and Advertising spending Affect Marketing and Company Performance
研究结合五个行业数据集，比较了宣传（报纸和杂志文章）与广告支出对消费者、市场、财务和公司层面营销生产力指标的不同影响，发现宣传的平均相对重要性更强，但效果因公司而异。
This research investigated the relative effects of marketing communications on a chain of “marketing-productivity” measures—metrics that evaluate the influence of marketing at the consumer, market, financial, and company levels. Results of the study, which combined five industry data sets, revealed that publicity—specifically, via newspaper and magazine articles—and advertising spending have unique and different relative effects on the so-called marketing-productivity chain. On average, publicity had a stronger relative importance compared with advertising for several indicators, although the effects for any individual company can vary. These findings have implications for the marketing-communications environment, which increasingly is saturated with publicity from a variety of sources.