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...