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Public Relations:Comparative Communications Effectiveness

Can you please help me with these questions from this article - "Exploring the Comparative Communications Effectiveness of Advertising and Media Placement". Thanks in advance for your assistance". This is the link for the article.

http://www.pricetargetmedia.com/exploring_the_comparative_communications_effectiveness_of_advertising.pdf

What is the major premise of the article? What support do the authors provide? Do you agree with their views? Why/Why not?

Attached is the article.

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The major premise of "Exploring the Comparative Communications Effectiveness of Advertising and Public Relations: An Experimental Study of Initial Branding Advantage" is that public relations media placement has a consistent (but not "significantly higher") advantage to product advertising, and that public relations practitioners overall decision-making "was focused on higher levels of product knowledge" (Michaelson & Stacks, 2007). There does not appear to be a "multiplier" effect, as is commonly reported. The authors state that their study "demonstrates that editorial placements have equality with advertising" (Michaelson & Stacks, 2007) and should thus receive the same amount of attention as advertising in terms of support and financing. The authors point out, however, that further research must be carried out to confirm these findings and measure the impact of public relations media placement to better define ...

Solution Summary

This solution helps with the questions in "Exploring the Comparative Communications Effectiveness of Advertising and Media Placement". It provides the major premise of the article, the support the authors provide, and a commentary on the article.Includes APA formatted references.

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