Future of the Journal of Advertising in the Rapidly Changing World.

I JA i has defined and redefined advertising and the boundaries of advertising scholarship, highlighted important research topics and helped set the research agenda, and pioneered research innovations and theory development in advertising. Furthermore, with growth of the technology-based, data-driven, computational advertising research, which tends to apply multidisciplinary approaches, we should engage scholars from a variety of disciplines where connection to advertising and I JA i has been minimal. The Future of Advertising Research and My Vision for JA While the advertising field has often been considered a sub-field of communication or business, I believe that we have reached the point where advertising scholarship is established as a mature and distinctive academic discipline. [Extracted from the article]