Add to ORKGThis paper suggests the traditional academic advertising research model is likely broken, given the changes in advertising which have occurred over the past few years. Five model areas of the research approach are identified as needing re-thinking, (a) the advertising problem, (b) sample frame and subjects, (c) consumer behaviour assumptions, (d) research methodologies and (e) findings. Suggestions are made for improvement and a call for the establishment of a blue ribbon panel for the next ICORIA meeting to report back on recommended changes are offered as solutions
It seems intuitive that as firms continue to try and keep in touch with the customers they serve, re...
Marketing academics have long been critical of research appearing in non-business journals as was th...
The marketing decision models field has produced many striking developments that have had a dramatic...
Advertising research is an applied discipline. It should use insights and theories from other discip...
This book addresses challenges and opportunities in research and management related to new advertisi...
This commentary was stimulated by two things. First, the apparently growing concerns within marketin...
In this article, highly experienced advertising academics and advertising research consultants John ...
The relationship between academia and practice, particularly to do with knowledge production through...
Book synopsis: Focusing on a range of advertising formats, this book provides international state-of...
Advertising practitioners barely use academic research on advertising ethics because of a lack of in...
Focusing on a range of advertising formats, this book provides international state-of-the-art resear...
Purpose – The purpose of this paper is to comment on the differences in perceptions that exist betwe...
With advertising practice and research changing significantly in the last decade, it is likely that ...
Academic research in marketing has made significant strides in improving the methods by which it see...
Social imaginaries built around Advertising, from the audience and from advertising itself, undermin...
It seems intuitive that as firms continue to try and keep in touch with the customers they serve, re...
Marketing academics have long been critical of research appearing in non-business journals as was th...
The marketing decision models field has produced many striking developments that have had a dramatic...
Advertising research is an applied discipline. It should use insights and theories from other discip...
This book addresses challenges and opportunities in research and management related to new advertisi...
This commentary was stimulated by two things. First, the apparently growing concerns within marketin...
In this article, highly experienced advertising academics and advertising research consultants John ...
The relationship between academia and practice, particularly to do with knowledge production through...
Book synopsis: Focusing on a range of advertising formats, this book provides international state-of...
Advertising practitioners barely use academic research on advertising ethics because of a lack of in...
Focusing on a range of advertising formats, this book provides international state-of-the-art resear...
Purpose – The purpose of this paper is to comment on the differences in perceptions that exist betwe...
With advertising practice and research changing significantly in the last decade, it is likely that ...
Academic research in marketing has made significant strides in improving the methods by which it see...
Social imaginaries built around Advertising, from the audience and from advertising itself, undermin...
It seems intuitive that as firms continue to try and keep in touch with the customers they serve, re...
Marketing academics have long been critical of research appearing in non-business journals as was th...
The marketing decision models field has produced many striking developments that have had a dramatic...