Agency practitioners' meta-theories of advertising
Gergely Nyilasy and Leonard N. Reid
Research on practitioner theories of advertising uncovered that agency practitioners not only have definite theoretical beliefs about how advertising works, they also have meta-theoretical beliefs, fundamental presuppositions about the nature and possibility of knowledge in advertising.
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....
