Contra-indications of science in advertising research

Show simple item record Driver, John C. Foxall, Gordon R. 2008-07-15T13:57:51Z 2008-07-15T13:57:51Z 1986
dc.description.abstract Opinions differ about the application of scientific method to advertising research. The nature of scientific enquiry is also frequently disputed. Against this background basic views of science are discussed in connection with advertising research. Apparently the advertising community largely disregards the results of such research and adheres to beliefs which are plausible but unsubtantiated. This is demonstrated in the two cases of cognitive models of consumer response and advertisers' quest for the optimal budget. In this paper these contra-indicators of science are set in the context of advertising management. en_UK
dc.language.iso en en_UK
dc.publisher Cranfield School of Management en_UK
dc.relation.ispartofseries School of Management; Marketing and Logistics Discussion Paper; 86/2 en_UK
dc.relation.ispartofseries Marketing and Logistics Paper; 86/2 en_UK
dc.title Contra-indications of science in advertising research en_UK
dc.type Working Paper en_UK

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