In: | Journal of advertising, 45, 2016, 2 |
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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 |
As the latest contributor in this invited article series, I offer my perspective on conducting and publishing advertising research and navigating the review process. I also discuss the importance of the relevance of research to advertising practice, with a particular emphasis on the role that theory plays in making research relevant. In addition, I offer a few general observations about future advertising research. |