Directions in marketing communications research: an analysis of the International Journal of Advertising

Douglas West
University of Birmingham

INTRODUCTION

The year 2006 was a significant landmark for the International Journal of Advertising (IJA). The publication of issue 4 in 2006 marked 25 years of the IJA (1982–2006), and the purpose of this paper is, in some small part, to celebrate this achievement in the time-honoured fashion of a journal review. Additionally, the paper takes a reflective view of marketing communications research as demonstrated by a content analysis of the authors, institutions and papers published in the journal over the 15 years up to 2006 (1992–2006). The format of the paper is to examine the nature of the inputs (authors and institutions) and outputs (the nature of the papers published in the IJA).