Message and media: the future of advertising research and practice in a digital environment

Scott Koslow, David W. Stewart*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

10 Citations (Scopus)


This article offers a commentary on the state of advertising and media research. It suggests that the continuing evolution of media continues to disrupt advertising research and practice. The article concludes that there are some general questions about the relationships between advertising and media that are common to both tradition and digital media and that many issues that are often framed as unique to digital media, are manifestations of more general issues common to all media. Media and advertising practice will continue to evolve and is likely that advertising using traditional media in combination with consumer directed search will become the dominant form of advertising.

Original languageEnglish
Pages (from-to)827-849
Number of pages23
JournalInternational Journal of Advertising
Issue number5
Early online date12 Jul 2021
Publication statusPublished - 4 Jul 2022


  • Advertising media
  • advertising message
  • creativity
  • directed search
  • goal
  • history of media
  • media complementarity


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