Tony Wilson

Global Advertising, Attitudes, and Audiences

• Gebundenes Buch

Produktbeschreibung

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.

Produktdetails

• Verlag: Taylor & Francis Ltd (Sales)
• Seitenzahl: 168
• Erscheinungstermin: 21. Oktober 2010
• Englisch
• Abmessung: 231mm x 147mm x 15mm
• Gewicht: 376g
• ISBN-13: 9780415875974
• ISBN-10: 0415875978
• Artikelnr.: 31080724

Autorenporträt

Tony Wilson (PhD University of Glasgow, Scotland) is Adjunct Associate Professor, Business School and Research Office, Jeffrey Cheah Educational Foundation (NonProfit), Sunway University, Kuala Lumpur, Malaysia.

Inhaltsangabe

Introduction 1. Audiences Articulating Advertising 2. Beyond Attitudes: To
the Audience Itself! Understanding Consumers: Interpretive Inductivism 3.
Interpreting Place Branding: Absorbing or Alienating? 4. From Productive
Consumer to Reflective Citizen: A Reception Study of Advertising Academia
Online 5. Cell Phone Connections: Audiences Activating Agora 6. Mall-eable
Media Marketing: `Give Reality the Slip¿? 7. Banks, Blogging and Reflexive
Branding. Conclusion