An approach to the academic-practitioner advertising gap: state of the art and potential lines of research

Abstract

The academic-practitioner advertising gap is a phenomenon that has gained importance over the last decade. Advertising gap studies seek to examine the academic and professional deficiencies in advertising, contrasting and supplementing classic
advertising knowledge with the professional approach. This paper reviews the most representative of the few research studies that have been conducted on the advertising gap, focusing on professional advertising knowledge and its dissonance with academic knowledge. The paper concludes by listing a set of potential research lines on the advertising gap that would provide a better knowledge of the functioning, structure, rules and other aspects of advertising, thus allowing future academic research to
assimilate professional advertising knowledge and there by bridge the existing gap, benefiting above all the academic community in this way.

KEYWORDS: advertising gap, academia, practitioner, advertising, knowledge, advertising research.