Investigative Approaches to the Study of Advertising

Graham Spickett-Jones, Philip J. Kitchen, Bradley R. Barnes

Research output: Contribution to journalArticle

Abstract

Advertising is part and parcel of the cultural wallpaper, the noise, clutter, and media chatter in which we live. This article describes firstly why advertising is needed, and then considers investigative approaches that can be used to understand the topic. We recommend that methodological pluralism offers critically valuable perspectives, which are needed to establish an appreciation of the role and functioning of advertising in a modern context.
Original languageEnglish
Pages (from-to)3-28
Number of pages26
JournalJournal of Promotion Management
Volume11
Issue number1
DOIs
Publication statusPublished - 2005

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