ERIC Number: ED205974
Record Type: RIE
Publication Date: 1981-Aug
Explanatory Power in Advertising Research: Differences between Management and Theoretical Perspectives.
Noting that debates between theoreticians and practitioners of advertising are as old as the discipline itself, this paper discusses the logics of research for each group in order to identify strategies of research for both practitioners and researchers that will result in a satisfactory explanation of how advertising works. The various sections of the paper discuss (1) the problem of causality that forms the basis of the differences between theory and practice in advertising; (2) the management approach to research, which is based on sufficiency logic; (3) the theoretical approach to research, which is based on explanation; and (4) the requirements for an interactional theory. The paper concludes with recommendations for areas of future research. (FL)
Publication Type: Information Analyses; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism (64th, East Lansing, MI, August 8-11, 1981).