| Titel: | The Journal of Advertising and the Development of Advertising Theory: Reflections and Directions for Future Research; |
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| In: | Journal of advertising, 44, 2015, 4 |
| Medientyp: | Artikel, E-Artikel |
| ISSN: |
0091-3367
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| veröffentlicht in: | Journal of advertising |
| Sprache: | Englisch |
| Kollektion: | OLC SSG Medien- / Kommunikationswissenschaft OLC SSG Wirtschaftswissenschaften |
In this article, I provide some thoughts that guided my decision making while I was editor of the Journal of Advertising (2003-2006). Specifically, I reflect on the definition of theory and how it has been and should be used in the advertising discipline. In particular, I attempt to distinguish between weaker (contextual) and stronger (universal) theories and present my views on how future research in advertising can proceed in developing useful theories within this domain. |