Opinions differ about the application of scientific method to advertising research. The nature of scientific enquiry is also frequently disputed. Against this background basic views of science are discussed in connection with advertising research. Apparently the advertising community largely disregards the results of such research and adheres to beliefs which are plausible but unsubtantiated. This is demonstrated in the two cases of cognitive models of consumer response and advertisers' quest for the optimal budget. In this paper these contra-indicators of science are set in the context of advertising management
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