Advertising

Chapter 35

 

From this chapter:

There can be little question that perhaps one of the most popular periodicals in the advertising industry is Advertising Age (see Recommended Supplement"); however, its primary purpose in life is to service the members of its industry with news, after all, it is called a "newspaper." As such, it is not the first source for advertising research. So we will look at the academic side first and scan the industry tabloid magazines second.
The Journal of Advertising Research reports research findings in advertising and marketing, including commentary about and from research conferences (the Advertising Research Foundation has its "Conferences/Workshops" schedule on the inside back cover). The March-April 1997 issue was particularly valuable because it focused on the relationship between advertising and the World Wide Web, which is always a good topic of discussion in any advertising class. The editor offered this comment as part of his editorial: "The Web is changing how consumers participate in the marketing communications process. As interactive media evolve further, other media and the creative advertising placed there will have to change to adapt to the Web-spun consumer." The "Table of Contents" and "Sample Page" below give good testament to this look into the future.




Advertising