PT  - JOURNAL ARTICLE
AU  - Colin Campbell
AU  - Michael Parent
AU  - Kirk Plangger
AU  - Gian M. Fulgoni
TI  - Instant Innovation: From Zero to Full Speed in Fifteen Years
AID  - 10.2501/JAR-51-1-072-086
DP  - 2011 Mar 01
TA  - Journal of Advertising Research
PG  - 72--86
VI  - 51
IP  - 1 50th Anniversary Supplement
4099  - http://www.journalofadvertisingresearch.com/content/51/1_50th_Anniversary_Supplement/72.short
4100  - http://www.journalofadvertisingresearch.com/content/51/1_50th_Anniversary_Supplement/72.full
SO  - J Advert Res2011 Mar 01; 51
AB  - This paper considers the contributions of the Journal of Advertising Research to online research. The authors first identify those articles that contributed to the cumulative knowledge in this domain. A scoping review of the 1,930 papers published in the Journal yielded 126 papers that dealt with online research. Of these, 14 explicitly addressed issues with (and advantages of) online research. The authors summarize their findings, concluding that the Journal's foresight in this field has positioned it well for understanding and exploiting the Internet. The authors further posit that the cumulative tradition built will be pivotal in the field's evolution.