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PERSPECTIVES ON ADVERTISING RESEARCH: Views from Winners of the American Academy of Advertising Outstanding Contribution to Research Award

To gather insights about the current state and future directions of advertising research, as well as to obtain a glimpse of its evolvement over time, testimony was compiled from experts in the field. The experts were selected from individuals who have won the American Academy of Advertising Outstanding Contribution to Research Award. Their responses provide a chronicle of advertising research that is marked by thoughtful observation, personal introspection, and careful speculation. This paper represents a snapshot of advertising research that is panoramic and clear due to the diversity and contemporaneous comments of the participants. Summary comments are offered that bring attention to general themes that emerge from the contributors' thoughts. It is hoped that this paper will serve as a signpost and catalyst for advertising research both now and in the years to come.