The academician-practitioner gap in advertising

Gergely Nyilasy and Leonard N. Reid

The existence of the academician-practitioner gap is readily acknowledged and widely discussed in the marketing/advertising literature.

The academician-practitioner gap in advertising

Gergely NyilasyHall and Partners, New York

Leonard N. ReidGrady College, University of Georgia

INTRODUCTION

Advertising academicians and advertising practitioners seem to live in different worlds. The separation between these two groups, commonly referred to as the academician–practitioner gap (Hunt 2002a), would not be too alarming if it only denoted the fact that there are always discrepancies between theoretical modelling in the field and practical applications. The gap in the case of advertising, however, is much wider and is manifested on deeper levels than would be expected in the case of occupations such as...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands