TY - JOUR
T1 - Perspectives on advertising research
T2 - Views from winners of the American academy of advertising outstanding contribution to research award
AU - Carlson, Les
AU - Grove, Stephen J.
AU - Stafford, Marla Royne
N1 - Funding Information:
My sole-authored 1984 Journal of Advertising ( JA) article on the information processing of umbrella advertisements (as well as the 1986 JA article on recognition measurement and the 1987 JA article on audience involvement authored with Anil Menon) are particularly memorable. These articles were made possible by my being the first recipient of the AAA Research Grant, which enabled me to begin doing work in advertising. The articles are certainly not my best work by any stretch of the imagination, but they will always have a special significance to me personally.
PY - 2005
Y1 - 2005
N2 - To gather insights about the current state and future directions of advertising research, as well as to obtain a glimpse of its evolvement over time, testimony was compiled from experts in the field. The experts were selected from individuals who have won the American Academy of Advertising Outstanding Contribution to Research Award. Their responses provide a chronicle of advertising research that is marked by thoughtful observation, personal introspection, and careful speculation. This paper represents a snapshot of advertising research that is panoramic and clear due to the diversity and contemporaneous comments of the participants. Summary comments are offered that bring attention to general themes that emerge from the contributors’ thoughts. It is hoped that this paper will serve as a signpost and catalyst for advertising research both now and in the years to come.
AB - To gather insights about the current state and future directions of advertising research, as well as to obtain a glimpse of its evolvement over time, testimony was compiled from experts in the field. The experts were selected from individuals who have won the American Academy of Advertising Outstanding Contribution to Research Award. Their responses provide a chronicle of advertising research that is marked by thoughtful observation, personal introspection, and careful speculation. This paper represents a snapshot of advertising research that is panoramic and clear due to the diversity and contemporaneous comments of the participants. Summary comments are offered that bring attention to general themes that emerge from the contributors’ thoughts. It is hoped that this paper will serve as a signpost and catalyst for advertising research both now and in the years to come.
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U2 - 10.1080/00913367.2005.10639192
DO - 10.1080/00913367.2005.10639192
M3 - Article
AN - SCOPUS:23844487840
SN - 0091-3367
VL - 34
SP - 117
EP - 149
JO - Journal of Advertising
JF - Journal of Advertising
IS - 2
ER -