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Global Advertising, Attitudes, and Audiences

Global Advertising, Attitudes, and Audiences

by Wilson, Tony
No customer reviews yet ISBN 9780415875974

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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Pub dateOct 21, 2010
ISBN-100415875978
ISBN-139780415875974
LanguageEnglish
Last updated 2026-03-18 02:30
$291.36
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