Ehrenberg's View of Advertising

A discussion of Andrew Ehrenberg, recently deceased at time of writing. Mentions an article by Ehrenberg in the first issue of JAR in 1961, and others of the 20 papers written by him for the journal over the years.

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:...
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