Global Advertising, Attitudes, and Audiences

Name: Global Advertising, Attitudes, and Audiences
Author: Tony (University Malaysia Sarawak) Wilson

Tony (University Malaysia Sarawak) Wilson

Taylor & Francis Ltd

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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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