Agency practitioners' meta-theories of advertising
Gergely Nyilasy and Leonard N. Reid
Introduction
In an earlier article, we addressed the academician-practitioner gap in advertising (Nyilasy & Reid 2007) through an analysis of key writings on the subject. The analysis determined that the literature describing the causes of the disconnect between academicians and practitioners misses one potentially key aspect, which we labelled practitioners’ ‘knowledge autonomy’.
We conceptualised knowledge autonomy as structural knowledge differences between academics and practitioners about how advertising works. We hypothesised that practitioners may have their own sets of theoretical beliefs about advertising, independent from academic knowledge. We argued that,...