Trends in Advertising Research: A Look at the Content of Marketing-Oriented Journals from 1976 to 1985

It is important to examine periodically the outlets for advertising research to provide both producers and consumers of that research with an accurate view of topics and trends. For this paper, the content of 10 years of advertising research in six marketing/advertising journals was analyzed to determine the direction in which these journal editors, reviewers, and authors are taking the field of advertising research. Variables examined include...