Directions in Marketing Communications Research: An Analysis of the IJA

This paper provides a content analysis of the inputs and outputs of the International Journal of Advertising (M) during the period 1992-2006 and was sparked by the 25th anniversary of the journal (1982-2006). A total of 348 papers were surveyed using a content analysis in order to provide researchers and readers with a better sense of the contribution of the HA over the past 15 years. The analysis reveals a journal largely focused upon topics involving practice and effects with increasingly sophisticated statistical techniques employed. Single-authored papers appear to be in decline in favour of two- to three-authored papers, and author institutions widely domiciled across North America, Asia, the UK, Europe and Australasia.