Abstract

Abstract:

Observers have long recognized the unfortunate gap between the interests and priorities of those who study advertising versus those who practice it. This long-standing separation, commonly referred to as the academician–practitioner gap, is deemed to be detrimental to both groups, and is considered significantly larger within the ranks of advertising as compared to other fields. Building on the work of Nyilasy and Reid (2009), the current study utilizes a two-step textual and content analysis of the proceedings from advertising's two flagship conferences—the American Academy of Advertising (3As) and the American Association of Advertising Agencies (4As)—from 2010 to 2015 to identify potential changes in dissemination, as well as differences in knowledge content and form between the two groups. Results indicate there continues to be a sizable gap between academicians and practitioners in terms of topics of interest, the method and frequency of knowledge dissemination, as well as in the format and authorship of content. Recommendations on how to improve the flow of communication between academicians and practitioners, thus making knowledge creation more interdependent and reciprocal, are also suggested.

Additional Information

ISSN
2475-1790
Launched on MUSE
2019-07-12
Open Access
No
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