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| Tekijä: | Nyilasy, G. Reid, L. N. |
| Otsikko: | Agency practitioners' meta-theories of advertising |
| Lehti: | International Journal of Advertising
2009 : VOL. 28:4, p. 639-668 |
| Asiasana: | advertising |
| Vapaa asiasana: | meta-theory |
| Kieli: | eng |
| Tiivistelmä: | In this study meta-theoretical thoughts are defined as fundamental underlying assumptions about the possibility and nature of knowledge-in-advertising. Practitioners' mental constructs reflecting on the ontological and epistemological standing of advertising knowledge are discussed. The research seeks to answer what agency practitioners think about the possibility and nature of knowledge about how advertising works. |
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