Redefining advertising in research and practice

Abstract

With advertising practice and research changing significantly in the last decade, it is likely that the definition of advertising also needs some transformation. Rather than broadening the definition to eliminate key dimensions, this study seeks to redefine advertising by replicating Richards and Curran (2002) study, which suggested the current US-based definition. Using Delphi methodology, consensus is reached among a global panel of advertising experts. The relevance of five key dimensions of advertising – paid, mediated, identifiable-source, persuasion and action – is investigated in relation to its current practice, research and teaching. The resulting definition is compared to previous iterations and differences between academics, practitioners and geography, developing important implications for theory and practice.

Keywords:

• Advertising definition
• dimenions of advertising
• comparison of definitions
• Delphi method

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Gayle Kerr

Gayle Kerr's passion for advertising began as a copywriter working in the industry for more than a decade. She shifted from writing advertising to researching and teaching it as a Professor in the School of Advertising, Marketing and Public Relations at QUT Australia. Gayle's PhD was the first in Australia in the field of IMC and she has published more than 80 peer reviewed articles in journals and conference papers on digital media, advertising regulation, advertising avoidance and IMC. Gayle was the founding President of the Australia and New Zealand Academy of Advertising and served on the Executive Committee of the American Academy of Advertising. She is also Deputy Editor of the Journal of Marketing Communications.

Jef Richards

Jef Richards is a photographer and a lawyer, in addition to being a Professor at the Department of Advertising & Public Relations at Michigan State University, where he previously served as Department Chair. Before that he was a Professor and Department Chair at the University of Texas Department of Advertising. He is a Past President and Fellow of the American Academy of Advertising, as well as having won the organization's Ivan L. Preston Outstanding Contribution to Research Award, along with its Billy I. Ross Advertising Education Award. He serves on the ANA Educational Foundation's Board of Directors, is an Advisory Council Member of the Institute for Advertising Ethics, anda member of the Council of Better Business Bureau's National Advertising Review Board. He was also the inaugural inductee to the Rowan University Advertising Hall of Fame.