Biomedical subjects

Sanjay Putrevu

Publications and source records attributed to Sanjay Putrevu.

2 recordsLinked to original sources

PubMed2005

Differences in readers' response towards advertising versus publicity.

Publicity is assumed to have higher credibility than advertising prompting communication specialists to call for its use alongside traditional advertising to achieve overall communication goals. To test the differences in readers' response towards advertisements and publicity, a sample of students (N= 104; 52 men and 52 women) were shown printed messages identified as advertising or publicity. The publicity format appeared to be associated with deeper processing because participants had higher recall, more message-relevant thoughts, and better discrimination for the publicity message. In addition, participants rated the publicity message higher on Source Credibility, Brand Attitude, and Purchase Intent than a comparable advertisement.

Adult↗

PubMed2004

Sex differences in processing printed advertisements.

The success of using biological sex to divide or segment markets requires a thorough understanding of how men and women process and respond to advertisements and other persuasive communications. Toward this end, this research (N=64; 32 men and 32 women) studied how college-age men and women respond to printed advertisements. There were no differences between the sexes in recall and recognition of claims in advertisements, but men and women generated different types of message relevant thoughts-women generated more category thoughts and men generated more attribute thoughts, suggesting that, while women and men might not differ in the depth of processing, they might use different processing styles.

Adult↗