search query: @indexterm ADVERTISING RESEARCH / total: 488
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| Author: | Kerr, G. Schultz, D. |
| Title: | Maintenance person or architect? The role of academic advertising research in building better understanding |
| Journal: | International Journal of Advertising
2010 : VOL. 29:4 p. 547-568 |
| Index terms: | advertising research models academic research |
| Language: | eng |
| Abstract: | The article proposes that academic advertising research should be dramatically remodeled to answer the needs that have emerged due to change in advertising. The paper presents five areas of academic research that particularly need to be updated: the advertising problem, assumptions concerning consumer behavior, sample frame and subjects, methodologies of research, and findings. The article furthermore suggests some possible improvements. |
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