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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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    Abstract

    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 It seeks an architect with vision to redesign an academic research model that is probably broken or badly outdated.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.

    Impact and interest:

    3 citations in Scopus
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    2 citations in Web of Science®

    Citation countsare sourced monthly from Scopus and Web of Science® citation databases.

    These databases contain citations from different subsets of available publications and different time periods and thus the citation count from each is usually different. Some works are not in either database and no count is displayed. Scopus includes citations from articles published in 1996 onwards, and Web of Science® generally from 1980 onwards.

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    ID Code: 39444
    Item Type: Journal Article
    Keywords: advertising, research, methodology, HERN
    DOI: 10.2501/S026504870920
    ISSN: 0265-0487
    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: 27 Oct 2014 14:59

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