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Abstract
In this article, I provide some thoughts that guided my decision making while I was editor of the Journal of Advertising (2003–2006). Specifically, I reflect on the definition of theory and how it has been and should be used in the advertising discipline. In particular, I attempt to distinguish between weaker (contextual) and stronger (universal) theories and present my views on how future research in advertising can proceed in developing useful theories within this domain.
ACKNOWLEDGMENTS
The author would like to thank current JA editor Shintaro Okazaki for providing him with the opportunity to share his views and for his thoughtful comments regarding this article. In addition, thanks to Les Carlson, Sam DeMarie, Anthony Townsend, and Kathy Laczniak for providing useful feedback on earlier drafts of this article.