The Journal of Advertising and the Development of Advertising Theory: Reflections and Directions for...

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Bibliographic Details
Title: The Journal of Advertising and the Development of Advertising Theory: Reflections and Directions for Future Research;
In: Journal of advertising, 44, 2015, 4
Media Type: Article, E-Article

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further information
ISSN: 0091-3367
published in: Journal of advertising
Language: English
Collection: OLC SSG Medien- / Kommunikationswissenschaft
OLC SSG Wirtschaftswissenschaften
Table of Contents

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.