Global Advertising, Attitudes, and Audiences - Rilegato

Libro 46 di 107: Routledge Advances in Management and Business Studies

Wilson, Tony

 
9780415875974: Global Advertising, Attitudes, and Audiences
Rilegato
ISBN 10: 0415875978 ISBN 13: 9780415875974
Casa editrice: Routledge, 2010

Sinossi

Global Advertising, Attitudes and Audiences is a post-Mcdonaldization view of marketing power, consumer pleasure, and audience protest. The psychological process wherein consumers actively make sense of advertising and branding and integrate them with living is fundamentally important in thinking about their responses to product sold on screen. This wide-ranging book draws on forty years of media and marketing theory to present a precise perception of that process, a seven stage model of 'moments' in media marketing reception.

Local understandings of global branding and marketing content traveling―often from West to East―is the main focus of Global Advertising, Attitudes and Audiences. Drawing from diverse reception studies of creative consumption, Tony Wilson develops a philosophical psychology of purchasing, testing theory against shared consumer responses in online blogospheres and offline interviews. Successive chapters interpret reception of banking, fast food, national, telecommunications and university global branding by Chinese, Indian and Islamic Malay consumers in multi-cultural Malaysia, an Anglophone gateway to S.E. Asia. These studies are used to illustrate how people view the 'worlds' constructed by product branding.

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Informazioni sull'autore

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.

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Editore
Routledge
Data di pubblicazione
2010
Lingua
Inglese
ISBN 10 
0415875978
ISBN 13 
9780415875974
Rilegatura
Copertina rigida
Numero edizione
1
Numero di pagine
168
Contatto del produttore
Taylor and Francis, GPSR Taylor and Francis
gpsr@taylorandfrancis.com

Taylor & Francis Verlag GmbH, Kaufingerstraße 24
München
80331
Germania

Altre edizioni note dello stesso titolo

9780415860895: Global Advertising, Attitudes, and Audiences

Edizione in evidenza

ISBN 10:  041586089X ISBN 13:  9780415860895
Casa editrice: Routledge, 2013
Brossura