| Description |
1 online resource (xiv, 167 pages) |
| Series |
Routledge advances in management and business studies ; 44 |
|
Routledge advances in management and business studies ; 44
|
| Contents |
Audiences articulating advertising -- Beyond attitudes : to the audience itself! Understanding consumers : interpretive inductivism -- Interpreting place branding : absorbing or alienating? -- From productive consumer to reflective citizen : a reception study of advertising academia online -- Cellphone connections : audiences activating Agora -- Mall-eable media marketing : "give reality the slip?" -- Banks, blogging and reflexive branding |
| Summary |
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 |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Print version record |
| Subject |
Advertising.
|
|
Telemarketing.
|
| Form |
Electronic book
|
| ISBN |
1136933638 (electronic bk.) |
|
129972700X (electronic bk.) |
|
9781136933639 (electronic bk.) |
|
9781299727007 (electronic bk.) |
|
