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How the roles of advertising merely appear to have changed
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Material Type |
Article
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Author(s) |
Rossiter, John R. (Author)
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Source Journal Info. |
Title:
International Journal of Advertising
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Volume/ Issue No.: 2013 V.32 N.3
Call No.:659.105 IJA Location: Periodicals & References Hall - 2nd floor
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Physical Description |
p 391-398
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Subject Area/ Descriptors |
Management
(7076)
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Abstract |
This article is a commentary on the theme of the 2012 ICORIA Conference held in Stockholm, which was about ‘The changing role of advertising’. We propose that the role of advertising has not changed. The role of advertising has always been, and will continue to be, to sell more of the branded product or service or to achieve a higher price that consumers are willing to pay than would obtain in the absence of advertising. What has changed in recent years is the notable worsening of the academic–practitioner divide, which has seen academic advertising researchers pursuing increasingly unrealistic laboratory studies, textbook writers continuing to ignore practitioners’ research appearing in trade publications and practitioner-oriented journals, and practitioners peeling off into high-sounding but meaningless jargon...
Full Abstract
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Journal:
International Journal of Advertising
(83)
Issu: 2013 V.32 N.3
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