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

Gerard J. Tellis

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.

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

Gerard J. TellisMarshall School of Business, University of Southern California, Los Angeles

The author thanks Bob Woodard for triggering reflection on this topic and Cheryl Tellis for comments on an earlier draft. This article draws from the evidence in the authors' recent book, Effective Advertising (Sage, 2004) and presents ideas from his forthcoming book, Handbook of Advertising, co-authored with Tim Ambler (Sage, 2006).

INTRODUCTION

Advertising is one of the most fascinating phenomena in modern capitalist markets. It is...

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