IDEAS home Printed from https://ideas.repec.org/
MyIDEAS: Login to save this article or follow this journal

Research In A World Of Expanding Media Options: Chicken Or Egg?

  • Donato, Paul J.
Registered author(s):

    Rather than making the simplistic assumption that research is always passive and merely adapts to change, the reality of media research today is that there is an extreme interdependency between media and research. To illustrate this, I will talk about four different media environments and the evolution of research within those environments. These environments are: the domestic print market, the international print market, the domestic television market, and, finally, the domestic measurement of the World Wide Web.The conclusion is that if our industry, and we ourselves as researchers, constantly think of research as adapting, we will miss the opportunity to guide our industry away from evolutionary deadends. If, on the other hand, we think of our industry as a complex system, where nothing comes first, there is the opportunity for the development of radically different and potentially efficient marketing systems in the future.

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

    File URL: http://journals.cambridge.org/abstract_S0021849996960055
    File Function: link to article abstract page
    Download Restriction: no

    Article provided by Cambridge University Press in its journal Journal of Advertising Research.

    Volume (Year): 36 (1996)
    Issue (Month): 01 (January)
    Pages: 35-42

    as
    in new window

    Handle: RePEc:cup:jadres:v:36:y:1996:i:01:p:35-42_96
    Contact details of provider: Postal: Cambridge University Press, UPH, Shaftesbury Road, Cambridge CB2 8BS UK
    Web page: http://journals.cambridge.org/jid_JAR
    Email:

    No references listed on IDEAS
    You can help add them by filling out this form.

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    When requesting a correction, please mention this item's handle: RePEc:cup:jadres:v:36:y:1996:i:01:p:35-42_96. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Keith Waters)

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.