Purpose: The purpose of this paper is to examine the impact of personal relevance, source credibility and advertising appeal type on the emotional and cognitive processing of a direct to consumer pharmaceutical ad for a meningitis vaccine. Design/methodology/approach: A 2 × 2 experiment was...

Purpose – The purpose of this paper is to compare the communication styles on the web sites of a random sample of the top American corporations and non‐profit organizations. By revisiting the traditional approach to understanding strategic communication, the four models of public relations...