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Advertising management principles are derived mostly from logic and very little from empirical generalizations

Journal Article


Abstract


  • This article illustrates with numerous examples that the strategic principles of advertising management – and also its concepts and frameworks – are derived more from logic (by deduction) than from empirical generalizations (by induction). As argued by Rossiter in Marketing Theory (2001b, 2002), empirical generalizations are useful only when they are translated into strategic principles, which are ‘if, do’ recommendations for managerial actions. The present article comprehensively demonstrates that advertising’s strategic principles depend either (a) entirely on logical thinking, or (b) on logical thinking about causality designed to ‘ungeneralize’ – and specifically for the brand, improve upon – general empirical findings.

Publication Date


  • 2012

Citation


  • Rossiter, J. R. (2012). Advertising management principles are derived mostly from logic and very little from empirical generalizations. Marketing Theory: an international review, 12 (2), 103-116.

Scopus Eid


  • 2-s2.0-83655182022

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/3156

Has Global Citation Frequency


Number Of Pages


  • 13

Start Page


  • 103

End Page


  • 116

Volume


  • 12

Issue


  • 2

Place Of Publication


  • United Kingdom

Abstract


  • This article illustrates with numerous examples that the strategic principles of advertising management – and also its concepts and frameworks – are derived more from logic (by deduction) than from empirical generalizations (by induction). As argued by Rossiter in Marketing Theory (2001b, 2002), empirical generalizations are useful only when they are translated into strategic principles, which are ‘if, do’ recommendations for managerial actions. The present article comprehensively demonstrates that advertising’s strategic principles depend either (a) entirely on logical thinking, or (b) on logical thinking about causality designed to ‘ungeneralize’ – and specifically for the brand, improve upon – general empirical findings.

Publication Date


  • 2012

Citation


  • Rossiter, J. R. (2012). Advertising management principles are derived mostly from logic and very little from empirical generalizations. Marketing Theory: an international review, 12 (2), 103-116.

Scopus Eid


  • 2-s2.0-83655182022

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/3156

Has Global Citation Frequency


Number Of Pages


  • 13

Start Page


  • 103

End Page


  • 116

Volume


  • 12

Issue


  • 2

Place Of Publication


  • United Kingdom