• Summary
  • Contents
  • Subject index

The discipline of communication has grown in popularity from the time professors of journalism and speech decided, in the mid-1960s, that the term “communication” was an excellent general descriptor for the theory and research that each group aspired to create.  Over time, the two groups grew closer and recognized significant overlap in their theoretical and research interests, but there were also differences in their traditions that kept them apart.  While both groups agreed that communication is a practical discipline, journalism professors focused a great deal of their attention on the education of media professionals.  Speech professors, on the other hand, often were more oriented to the liberal arts and valued the fact that communication could be approached from a variety of traditions, including the arts, ...

Research in Advertising Campaign Design
Research in advertising campaign design

According to the trade publication Advertising Age, $149 billion was spent on measured media advertising in the United States in 2007. That's approximately $500 for every woman, man, and child in the country. Ultimately, that cost must be passed along to the consumer. The price you pay for every advertised product you buy includes money for advertising. Obviously, someone feels that this paid persuasion is important. This begs the questions “Why is advertising necessary?” “Why do advertisers pay so much to persuade us?”

One advertising executive estimates that you will come in contact with 1,500 brands on an average day and almost 35,000 if you visit the grocery store (Roberts, 2005). Every one of those brands clamors ...

  • Loading...
locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles