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.
- ISBN: 978-0-415-87597-4
- Editorial: Routledge
- Encuadernacion: Cartoné
- Páginas: 182
- Fecha Publicación: 26/11/2010
- Nº Volúmenes: 1
- Idioma: Inglés