PERTINENT RESEARCH AND IMPERTINENT OPINIONS - OUR CONTRIBUTIONS TO THE CIGARETTE ADVERTISING POLICY DEBATE

Boddewyn's (1993) argument that advertising academics are made irrelev ant by the ''bad research'' of others is examined in detail and found unconvincing. Since our relevance is more likely determined by the qua lity of our own research, this is needed far more than baleful bombast , particularly research disclosing the reality of industrial practices and their effects. Research questions which could be especially well addressed by those with access to their corporate clients' documents a re suggested.