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Global advertising, attitudes and audiences /
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 ab...
| Cote: | Libro Electrónico |
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| Auteur principal: | |
| Format: | Électronique eBook |
| Langue: | Inglés |
| Publié: |
New York :
Routledge,
2011.
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| Collection: | Routledge advances in management and business studies ;
44. |
| Sujets: | |
| Accès en ligne: | Texto completo |
| Résumé: | 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 mark. |
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| Description matérielle: | 1 online resource (xiv, 167 pages). |
| Bibliographie: | Includes bibliographical references and index. |
| ISBN: | 9781136933639 1136933638 129972700X 9781299727007 |