Maintenance person or architect? The role of academic advertising research in building better understanding
Kerr, Gayle F. & Schultz, Don (2010) Maintenance person or architect? The role of academic advertising research in building better understanding. International Journal of Advertising, 29(4), pp. 547-568.
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This paper suggests that, while advertising has changed, advertising research has not. Indeed, questions asked of advertising research more than 20 years ago have still not been answered. The enormity of change in advertising compounded by the lack of response from researchers suggests the traditional academic advertising research model requires more than routine maintenance. It seeks an architect with vision to redesign an academic research model that is probably broken or badly outdated. Five areas of the academic research approach are identified as needing rethinking: (1) the advertising problem, (2) sample frame and subjects, (3) assumptions regarding consumer behaviour, (4) research methodologies and (5) findings. Suggestions are made for improvement. But perhaps the biggest challenge is academic leadership. This paper proposes the establishment of a blue-ribbon panel to report back on recommended changes or improvements.
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|Item Type:||Journal Article|
|Keywords:||advertising, research, methodology|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Research Methodology (150505)|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School|
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||Copyright 2010 World Advertising Research Center.|
|Deposited On:||07 Jan 2011 13:07|
|Last Modified:||23 Aug 2012 12:56|
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