ERIC Number: EJ598983
Record Type: Journal
Publication Date: 1999
Reference Count: N/A
When Advertising and Public Relations Converge: An Application of Schema Theory to the Persuasive Impact of Alignment Ads.
Schmidt, Toni L.; Hitchon, Jacqueline C.
Journalism and Mass Communication Quarterly, v76 n3 p433-55 Aut 1999
Applies schema theory to explore how undergraduate students respond to brand ads that incorporate social issues. Finds that placing an issue in an ad offers important advantages for advertisers and that congruent issue information elicits more positive affective and conative responses than incongruent issue information. Finds placing an issue in an ad may detract from information remembered about the brand. (SC)
Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Authoring Institution: N/A