Directions in marketing communications research |
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Authors: | Douglas West |
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Affiliation: | 1. University of Birminghamd.west@bham.ac.uk |
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Abstract: | This paper provides a content analysis of the inputs and outputs of the International Journal of Advertising (IJA) during the period 1992–2006 and was sparked by the 25th anniversary of the journal (1982–2006). A total of 348 papers were surveyed using a content analysis in order to provide researchers and readers with a better sense of the contribution of the IJA over the past 15 years. The analysis reveals a journal largely focused upon topics involving practice and effects with increasingly sophisticated statistical techniques employed. Single-authored papers appear to be in decline in favour of two- to three-authored papers, and author institutions widely domiciled across North America, Asia, the UK, Europe and Australasia. |
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