Global advertising, attitudes, and audiences
Auteur :
Wilson, Tony
Éditeur :
Taylor & Francis Ltd
ISBN :
9780415875974
Date de publication :
21 oct. 2010
Dimensions :
22,9 x 15,2 cm
Poids :
400 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
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.