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Review of Recent Nordic Research in Advertising and PR (2000-2011)
Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
(English)Manuscript (preprint) (Other academic)
Abstract [en]

Advertising and public relations as a distinct academic field is a new phenomenon in the Nordic countries, even though advertising and public relations research has long been carried out within adjacent fields such as marketing, communications studies etc. The purpose here is to provide a review of the advertising and public relations research conducted by Nordic researchers in the new millennium (2000 – 2011). After attempting to define the area, literature reviews by means of database searches based on keywords/search terms were made, resulting in a final sample of 274 papers. These were further classified by means of quantitative and qualitative content analyses.  The quantitative analysis, based on title information, enabled findings with respect to the journals were most Nordic advertising and public relations research is currently published, along with the nations, schools, and individual researchers that are most frequently represented. The qualitative analysis, based on abstracts, enabled findings as to what field (advertising or PR), which type of communication (commercial, social, political, internal) and which subthemes were most represented. The conclusions were that even though advertising and public relations are in practice usually both part of integrated marketing communications campaigns, from a research perspective, they represent two very different streams; and that much research is not very practically – or even theoretically – oriented. Moreover, the database search term/key word system showed serious flaws given the task at hand, lowering the reliability of the results. Resarch papers using advertising and/or public relations as seach terms need not deal with these, or even adjacent topics, giving rise to the suspicion that there are papers not using these terms that indeed are. Abstracts are often poorly written, giving little clue to why a research project is performed or what its results and implications are. The conclusions of this study are, on a positive note, that there is room for improvement and cross-over studies. On a negative note, it shows that that the Nordic advertising and public relations research field is scattered and often lacks implications for practical reality. More cooperation between academics and practitioners in this field is encouraged.

Keyword [en]
Review, advertising, public relations, research, Nordic
National Category
Business Administration
URN: urn:nbn:se:su:diva-77466OAI: diva2:532846
Available from: 2012-06-12 Created: 2012-06-12

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Hjalmarson, Hanna
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Department of Advertising and Public Relations
Business Administration

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