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| Author: | Nyilasy, G. Reid, L.N. |
| Title: | The academician-practioner gap in advertising |
| Journal: | International Journal of Advertising
2007 : VOL. 26:4, p.425-445 |
| Index terms: | communication advertising professionalization |
| Freeterms: | miscommunication |
| Language: | eng |
| Abstract: | The authors study the gap in advertising between academicians and practioners. They analyse five different explanations from previous studies on why miscommunication between academicians and practitioners exists and propose a new approach to the academician-practioner gap. The authors conclude in their research that one key explanation is missing from the previous literature. They state the possibility that practioners knowledge about how advertising works is an autonomous construct, which has its own rules and deep structure and resists simple adaptation attempted by academicians. |
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