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.
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.
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
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
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