This paper conceptualises replication research as being one of the most needed areas of ongoing academic activity. Using George the Galapagos tortoise as a metaphor for the lack of replication research, it is argued that only by replicating research studies over time can solid theory be developed. For the most part, advertising and marketing communication research consists of non-replicated, one-shot, point-in-time experiments which, once accepted and published by a journal, becomes the litany of the academic community and is then deified by the citation process. The paper begins by reviewing the background of replication research in the marketing communication domain and applies it to current thinking and publication trends. Reasons for the lack of replication research are presented and some conclusions are drawn for those seeking to confirm or challenge existing research. An agenda is provided for the development and publication of replication research.