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Oracles on “Advertising”: Searching for a Definition

2002; Taylor & Francis; Volume: 31; Issue: 2 Linguagem: Inglês

10.1080/00913367.2002.10673667

1557-7805

Jef I. Richards, Catharine M. Curran,

Public Relations and Crisis Communication

Abstract Traditional definitions of advertising include a series of elements that distinguish the field from others. Each innovation in communication has been used for advertising, and in some way, each has changed advertising, which in turn has changed the set of elements used in its definition. However, there are or should be some essential elements that determine whether an activity is advertising. Unfortunately, a discussion identifying these elements is lacking in the marketing and advertising literature. This study is designed to begin an open discussion of what constitutes those essential elements, with the ultimate aim of constructing an improved definition of advertising. The Delphi method, originally developed for financial forecasting, is used to engage a diverse group of advertising experts in a dialogue to reconsider those elements and construct a new definition of advertising.