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Global Advertising, Attitudes, and Audiences
Hardcover
Series: Routledge Advances in Management and Business Studies
ISBN13: 9780415875974
Publisher: Routledge
Published: Oct 21 2010
Pages: 168
Weight: 0.83
Height: 0.60 Width: 5.80 Depth: 9.10
Language: English
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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