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Advertising's Role in Capitalist Markets: What Do We Know and Where Do We Go from Here?

Published online by Cambridge University Press:  29 December 2005

GERARD J. TELLIS
GERARD J. TELLIS
Affiliation:
Marshall School of Business, University of Southern California, Los Angeles, tellis@usc.edu
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Abstract

Advertising is a rich, multidimensional phenomenon that has been studied in several disciplines. This research has led to an emerging body of findings and some potential generalizations. Even then, misconceptions about advertising persist, and important aspects of the phenomenon have not been adequately researched. Despite advertising's apparent weakness it is essential for free markets.

Type
Research Article
Information
Journal of Advertising Research , Volume 45 , Issue 2 , June 2005 , pp. 162 - 170
Copyright
© Copyright © 1960-2005, The ARF

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