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  • Rosengren, Sara, et al. (author)
  • If Advertising Won't Die, What Will It Be? Toward a Working Definition of Advertising
  • 2016
  • In: Journal of Advertising. - : Taylor & Francis (Routledge): SSH Titles. - 0091-3367 .- 1557-7805. ; , s. 334-345
  • Journal article (peer-reviewed)abstract
    • Answering recent calls for a new definition of advertising, we identify three dynamics—(new) media and formats, (new) “consumer” behaviors, and extended effects of advertising—that drive the evolution of advertising. Based on these, and a survey of advertising academics and professionals, we formulate an updated working definition of advertising as “brand-initiated communication intent on impacting people.
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Type of publication
journal article (1)
Type of content
peer-reviewed (1)
Author/Editor
Rosengren, Sara (1)
Dahlén, Micael (1)
University
Stockholm School of Economics (1)
Language
English (1)
Research subject (UKÄ/SCB)
Social Sciences (1)
Year
2016 (1)

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