Research and Publishing in the Journal of Advertising: Making Theory Relevant |
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Authors: | Marla B Royne |
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Institution: | University of Memphis, Memphis, Tennessee, USA |
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Abstract: | As the latest contributor in this invited article series, I offer my perspective on conducting and publishing advertising research and navigating the review process. I also discuss the importance of the relevance of research to advertising practice, with a particular emphasis on the role that theory plays in making research relevant. In addition, I offer a few general observations about future advertising research. |
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