Agency Practitioner Theories of How Advertising Works

  title={Agency Practitioner Theories of How Advertising Works},
  author={Gergely Nyilasy and Leonard N. Reid},
  journal={Journal of Advertising},
  pages={81 - 96}
In-depth interviews with senior-level agency practitioners (creative, planning, and account directors) were conducted to explore their thoughts about how advertising works. The study was designed to add to the understanding of the academician-practitioner gap in advertising by uncovering practitioners' hypothesized knowledge autonomy in the context of the sociological theory of professionalization. Results provide evidence for the existence of such autonomous practitioner knowledge schemas… 

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