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| Author: | West, D. |
| Title: | Directions in marketing communications research An analysis of the International Journal of Advertising |
| Journal: | International Journal of Advertising
2007 : VOL. 26:4, p.543-554 |
| Index terms: | marketing marketing research communication Asia North America United Kingdom |
| Language: | eng |
| Abstract: | This paper provides content analysis of the inputs and outputs of the International Journal of Advertising (IJA) during the period 1992-2006. A total of 348 papers were examined using a content analysis in order to give researchers and readers a better sense of the contribution of the IJA over the past 15 years. The analysis reveals a journal mainly focused upon topics involving practice and effects with growing sophisticated statistical techniques employed. Single-authored papers seem to be in decline in favour of two- to three-authored papers, and author institutions widely domiciled across North America, Asia, the UK, Europe and Australasia |
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