Redefining advertising in research and practice

Abstract With advertising practice and research changing significantly in the last decade, it is likely that the definition of advertising also needs some transformation. Rather than broadening the definition to eliminate key dimensions, this study seeks to redefine advertising by replicating Richards and Curran (2002) study, which suggested the current US-based definition. Using Delphi methodology, consensus is reached among a global panel of advertising experts. The relevance of five key dimensions of advertising – paid, mediated, identifiable-source, persuasion and action – is investigated in relation to its current practice, research and teaching. The resulting definition is compared to previous iterations and differences between academics, practitioners and geography, developing important implications for theory and practice.