Advertising's Role in Capitalist Markets: What Do We Know and Where Do We Go from Here?

Journal of Advertising Research, Vol. 45, No. 2, June 2005

9 Pages Posted: 25 May 2006

See all articles by Gerard J. Tellis

Gerard J. Tellis

University of Southern California - Marshall School of Business, Department of Marketing

Abstract

Advertising is a rich, multidimensional phenomenon that has been studied in several disciplines. This research has led to an emerging body of findings and some potential generalizations. Even then, misconceptions about advertising persist, and important aspects of the phenomenon have not been adequately researched. Despite advertising's apparent weakness it is essential for free markets.

Keywords: Advertising, Free Markets

Suggested Citation

Tellis, Gerard J., Advertising's Role in Capitalist Markets: What Do We Know and Where Do We Go from Here?. Journal of Advertising Research, Vol. 45, No. 2, June 2005, Available at SSRN: https://ssrn.com/abstract=904141

Gerard J. Tellis (Contact Author)

University of Southern California - Marshall School of Business, Department of Marketing ( email )

Hoffman Hall 701
Los Angeles, CA 90089-0443
United States
213-740-5031 (Phone)
213-740-7828 (Fax)

HOME PAGE: http://gtellis.net

Do you have negative results from your research you’d like to share?

Paper statistics

Downloads
102
Abstract Views
862
Rank
473,049
PlumX Metrics