Advertising Research

advertising

advertising, in general, any openly sponsored offering of goods, services, or ideas through any medium of public communication. At its inception advertising was merely an announcement; for example, entrepreneurs in ancient Egypt used criers to announce ship and cargo arrivals. The invention of printing, however, may be said to have ushered in modern advertising. After the influence of salesmanship began to insert itself into public notice in the 18th cent., the present elaborate form of advertising began to evolve. The advertising agency, working on a commission basis, has been chiefly responsible for this evolution. The largest group of advertisers are the food marketers, followed by marketers of drugs and cosmetics, soaps, automobiles, tobacco, appliances, and oil products. The major U.S. advertising media are newspapers, magazines, television and radio, business publications, billboards, and circulars sent through the mail. With the advent of the wide availability of electronic mail and access to the World Wide Web in the 1990s, the Internet has also become an important advertising venue. Since many large advertising agencies were once located on Madison Avenue in New York City, the term "Madison Avenue" is frequently used to symbolize the advertising business. The major criticisms of advertising are that it creates false values and impels people to buy things they neither need nor want and that, in fact, may be actually harmful (such as cigarettes). In reply, its defenders say that advertising is meant to sell products, not create values; that it can create a new market for products that fill a genuine, though latent, need; and that it furthers product improvement through free competition. The Association of National Advertisers and the American Association of Advertising Agencies, both founded in 1917, are the major associations.

See M. Mayer, Madison Avenue, U.S.A. (1958); R. Glatzer, The New Advertising (1970); R. Hovland and G. Wilcox, ed., Advertising in Society (1988); W. Wells et al., Advertising: Principles & Practice (4th ed. 1998); J. B. Twitchell, Adcult, USA (1995) and 20 Ads That Shook the World: The Century's Most Groundbreaking Advertising and How It Changed Us All (2000).

The Columbia Encyclopedia, 6th ed. Copyright© 2014, The Columbia University Press.

Advertising Research: Selected full-text books and articles

Attention, Attitude, and Affect in Response to Advertising
Eddie M. Clark; Timothy C. Brock; David W. Stewart.
Lawrence Erlbaum Associates, 1994
Librarian’s tip: Part I "Historical and Contemporary Perspectives on Advertising Research"
Measuring Advertising Effectiveness
William D. Wells.
Lawrence Erlbaum Associates, 1997
Librarian’s tip: Chap. 2 "Research and the Meaning of Advertising Effectiveness: Mutual Misunderstandings"
Measuring the Effectiveness of Image and Linkage Advertising: The Nitty-Gritty of Maxi-Marketing
Arch G. Woodside.
Quorum Books, 1996
Librarian’s tip: Chap. 7 "Applying the Long Interview in Linkage-Advertising Research"
Understanding Consumer Decision Making: The Means-End Approach to Marketing and Advertising Strategy
Thomas J. Reynolds; Jerry C. Olson.
Lawrence Erlbaum Associates, 2001
Can the Truth Hurt? How Honest and Persuasive Advertising Can Unintentionally Lead to Increased Consumer Skepticism
Koslow, Scott.
The Journal of Consumer Affairs, Vol. 34, No. 2, Winter 2000
PEER-REVIEWED PERIODICAL
Peer-reviewed publications on Questia are publications containing articles which were subject to evaluation for accuracy and substance by professional peers of the article's author(s).
The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
Helen Katz.
Lawrence Erlbaum Associates, 2003 (2nd edition)
Diversity in Advertising: Broadening the Scope of Research Directions
Jerome D. Williams; Wei-Na Lee; Curtis P. Haugtvedt.
Lawrence Erlbaum Associates, 2004
Ratings Analysis: The Theory and Practice of Audience Research
James G. Webster; Patricia F. Phalen; Lawrence W. Lichty.
Lawrence Erlbaum Associates, 2000 (2nd edition)
Librarian’s tip: Chap. 2 "Audience Research in Advertising"
An Integrated Approach to Communication Theory and Research
Michael B. Salwen; Don W. Stacks.
Lawrence Erlbaum Associates, 1996
Librarian’s tip: Chap. 14 "Advertising"
Values, Lifestyles, and Psychographics
Lynn R. Kahle; Larry Chiagouris.
Lawrence Erlbaum Associates, 1997
Librarian’s tip: Chap. 21 "Cross-Cultural Values Research: Implications for International Advertising"
Global and Multi-National Advertising
Basil G. Englis.
Lawrence Erlbaum Associates, 1994
Librarian’s tip: Chap. 1 "International Advertising Research and International Communication Theory"
Emotion in Advertising: Theoretical and Practical Explorations
Stuart J. Agres; Julie A. Edell; Tony M. Dubitsky.
Quorum Books, 1990
Librarian’s tip: Chap. 2 "On Using Classical Conditioning Methods for Researching the Impact of Ad-Evoked Feelings"
Looking for a topic idea? Use Questia's Topic Generator

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.