Oracles on “Advertising”: Searching for a Definition

  title={Oracles on “Advertising”: Searching for a Definition},
  author={Jef I. Richards and Catharine M. Curran},
  journal={Journal of Advertising},
  pages={63 - 77}
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… 

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    The American Journal of Dental Science
  • 1898
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