The current study investigates the effects of green advertising and a corporation’s environmental
performance on brand attitudes and purchase intentions. A 3 × 3 (firm’s environmental …

In-depth interviews with senior-level agency practitioners (creative, planning, and account
directors) were conducted to explore their thoughts about how advertising works. The study …

The purpose of this research is to investigate the effects of green corporate advertising and
corporate environmental performance. The study uses attribution theory borrowed from …

Integrated marketing communications (IMC) is accepted widely as a multi-stakeholder strategic
business process for brand communications. Yet, much less is known about the failures …

The existence of the academician–practitioner gap is readily acknowledged and widely
discussed in the marketing/advertising literature. This paper analyses key writings on the nature …

… Gergely Nyilasy (PhD, University … Gergely was a strategic planner at JWT and head of R&D
at Omnicom market research consultancy, Hall & Partners, both in New York. Gergely Nyilasy …

Purpose This paper aims to elaborate on the concept of “integrated marketing communication
(IMC) practice” and provide an empirical exposition of how integration is enacted in the …

Research on practitioner theories of advertising uncovered that agency practitioners not
only have definite theoretical beliefs about how advertising works, they also have meta-…

This article examines the state of newspapers and consumer magazine print advertising as
reflected in the public research literature over the past 50 years. Its purpose is not to present …

This study investigates, in the context of professionalization theory, advertising agency
practitioners' attempts to cope with what they perceive as legitimation problems of advertising …