TITLE

Beyond Advertising and Publicity: Hybrid Messages and Public Policy Issues

AUTHOR(S)
Balasubramanian, Siva K.
PUB. DATE
December 1994
SOURCE
Journal of Advertising;Dec94, Vol. 23 Issue 4, p29
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
This research explores a growing genre of marketing communication, labeled hybrid messages, which creatively combine key advantages (and avoid key disadvantages) inherent in advertising and publicity messages. Several types of hybrid messages are discussed, including those with long established histories (product placements, program-length commercials, program tie-ins), and those with a relatively recent origin (masked-art, masked-news, and masked-spokesperson messages). To obtain integrative insights on hybrid messages, this study: (a) reviews their historical/current regulatory status, (b) discusses their pros and cons, theoretical rationales and practical implications, and (c) delineates an extensive agenda for future research. Several important public policy questions raised by hybrid messages are addressed.
ACCESSION #
9502063974

 

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