Ehrenberg's View of Advertising
Byron Sharp
Ehrenberg-Bass Institute for Marketing Science
In 1961, the very first volume of the Journal of Advertising Research (JAR) featured an article written by Andrew Ehrenberg, a young researcher from a commercial market research agency. It is to the credit of the JAR to publish an article that was written by a British practitioner and featured U.K. data—this was long before other U.S. marketing journals decided to try to embrace an international outlook. Every decade thereafter, JARfeatured articles by Andrew Ehrenberg and his collaborators:...