新闻和广告外文文献.pdfVIP

JAR47(4) 07052 1/11 11/08/07 11:21 am REVISED PROOF Page:507 News and Advertisements: How Negative News May Reverse Advertising Effects MAY-MAY MEIJER This study focuses on the effects of news and advertising expenditures on corporate Vrije Universiteit, The reputation. Both advertisement expenditures and the tone (or tenor) of business news Netherlands MM.Meijer@fsw.vu.nl exert a positive influence on corporate reputation. In addition, advertising expenditures were found to magnify the effects of the tone of the news. In particular, JAN KLEINNIJENHUIS moderately educated customers are susceptible to the tone of the news. These Vrije Universiteit, The Netherlands research results follow from a repeated yearly survey regarding the corporate J.Kleinnijenhuis@fsw. reputation of 10 focal companies, and from advertising expenditures and a daily vu.nl content analysis of the tone of the news in the media used by the respondents. Because advertisements magnify the effects of negative news, negative news renders advertisements unfit, especially for moderately informed consumers. The research results suggest that advertisers should wait for a storm of negative news to subside before advertising. They may monitor word of mouth to anticipate such a storm. INTRODUCTION control of the marketers because, contrary to ad- Corporations typically spend the largest part of vertising