Maintenance person or architect? The role of academic advertising research in building better understanding

Gayle Kerr and Don Schultz

This paper suggests that, while advertising has changed, advertising research has not. Indeed, questions asked of advertising research more than 20 years ago have still not been answered.

Maintenance person or architect? The role of academic advertising research in building better understanding

Gayle Kerr and Don Schultz

Queensland University of Technology

Introduction

One of the earliest pieces of advice given to most new researchers seeking to get their work published is to concentrate on filling in the gaps in the literature. Thus, the approach is to begin with a strong literature review, including foundational models, often from 1960s and 1970s, and then look for what has not yet been addressed. That gap in the literature then becomes the focus of research output. While this strategy might...

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