involved, not the medium ( Gunther, 1992 ; Robinson & Kohut, 1988 ; Roper
Organization, 1991 ; Whitney, 1985 ). If news is more credible than adver-
tising, the evidence is yet to be substantiated.

This chapter has outlined research areas that seem particularly interesting
and worthwhile to pursue in the area of product publicity, in light of today's
emphasis on integrated communications. It has attempted to weave together
conventional wisdom about product publicity with research drawn from the
marketing, public relations, and mass communications literature.

Each of these areas merit further elaboration and examination. The
implication is inescapable: There is no reason that product publicity should
be neglected as a research interest by marketers. Not only has the subject
been overlooked, but many of these questions represent thought-provoking
issues with broad implications that go far beyond the product publicity
practice.

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