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Global Advertising, Attitudes, and Audiences

af Tony Wilson

indgår i Routledge Advances in Management and Business Studies serien

Global Advertising, Attitudes, and Audiences af Tony Wilson
Bag om Global Advertising, Attitudes, and Audiences

This book presents consumer response to global media branding as a cognitive process whose understanding is important for advertising industry as well as academic investigation. Interpreting reactions to screen advertising, accounting for them in local cultural terms, must be the first stage of any subsequent quantitative study.

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  • Sprog:
  • Engelsk
  • ISBN:
  • 9780415860895
  • Indbinding:
  • Paperback
  • Sideantal:
  • 182
  • Udgivet:
  • 3. september 2013
  • Størrelse:
  • 152x229x0 mm.
  • Vægt:
  • 249 g.
  • 2-3 uger.
  • 14. februar 2025
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This book presents consumer response to global media branding as a cognitive process whose understanding is important for advertising industry as well as academic investigation. Interpreting reactions to screen advertising, accounting for them in local cultural terms, must be the first stage of any subsequent quantitative study.

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