ABSTRACT
Advertising is a profession of ideas-creative ideas that can foster the market growth of businesses and the economic and social welfare of a nation and, thus, a better life for everyone. The charge to advertising scholars is to contribute to the profession by cultivating advertising students and professionals with domain-specific knowledge. Advertising scholars create useful knowledge through rigorous academic research and disseminate it to students and professionals. For the knowledge to be useful, it must be new, either theoretically or managerially, and ideally both. As a founding editor of the Journal of Interactive Advertising, an editorial board member of several journals in the US, Europe, and Asia, and an ad hoc reviewer of many journals over the past decade, I often ponder how innovative advertising research and scholarship really are. I would like to share some of my thoughts here.
