In: | Journal of advertising, 45, 2016, 2 |
---|---|
Media Type: | Article, E-Article |
ISSN: |
0091-3367
|
---|---|
published in: | Journal of advertising |
Language: | English |
Collection: | 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. |