The academician-practitioner gap in advertising

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


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...

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