Do stronger links with practice make perfect? A survey of advertising scholars

The relationship between academia and practice, particularly to do with knowledge production through academic research, has long been an issue of much debate.

Do stronger links with practice make perfect?: A survey of advertising scholars

Federico de GregorioUniversity of Akron

I-Huei ChengNational Chengchi University

INTRODUCTION

As one of the first academics to advocate applying scholarly research to advertising practices, psychology professor Walter Dill Scott addressed the Agate Club industry trade group on 'The Psychology of Involuntary Attention as Applied to Advertising' in 1901. In the intervening century, formal majors/sequences, departments and research streams in advertising have been established, with currently about 145 universities reporting an advertising-related programme, more than 1,000 institutions teaching some type of advertising course, and six advertising-specific academic...

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