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| Author: | Richards, J.I. Curran, C.M. |
| Title: | Oracles on "advertising": Searching for a definition |
| Journal: | Journal of Advertising
2002 : SUMMER, VOL. 31:2, p. 63-77 |
| Index terms: | Advertising Questionnaires |
| Freeterms: | Delphi method |
| Language: | eng |
| Abstract: | Traditional definitions of advertising include a series of elements that distinguish the field from others. Each innovation in communication has been used for advertising, and in some way, each has changed advertising. There should be some essential elements determining whether an activity is advertising. Unfortunately, a discussion identifying these elements is lacking in the marketing and advertising literature. This study is designed to begin an open discussion on the issue. The Delphi method, originally developed for financial forecasting, is used to engage a diverse group of advertising experts in a dialogue to reconsider those elements and construct a new definition of advertising. |
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