Investigative approaches to the study of advertising

Spickett-Jones, J. Graham, Kitchen, Philip J. and Barnes, Bradley R. (2005) Investigative approaches to the study of advertising. Journal of Promotion Management, 11 (1). pp. 3-28. ISSN 1049-6491

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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.

Item Type:	Article
Faculty \ School:	Faculty of Social Sciences > Norwich Business School
Depositing User:	Anna Flack
Date Deposited:	21 Aug 2012 08:50
Last Modified:	01 Mar 2023 17:30
URI:	https://ueaeprints.uea.ac.uk/id/eprint/39359
DOI:	10.1300/J057v11n01_02

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