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Routledge Advances in Management and Business Studies: Global Advertising, Attitudes, and Audiences by Tony Wilson (2013, Trade Paperback)
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About this product
Product Identifiers
PublisherRoutledge
ISBN-10041586089X
ISBN-139780415860895
eBay Product ID (ePID)27038282095
Product Key Features
Number of Pages168 Pages
LanguageEnglish
Publication NameGlobal Advertising, Attitudes, and Audiences
SubjectInternational / Marketing, Advertising & Promotion, Marketing / Telemarketing, Marketing / Research
Publication Year2013
TypeTextbook
Subject AreaBusiness & Economics
AuthorTony Wilson
SeriesRoutledge Advances in Management and Business Studies
FormatTrade Paperback
Dimensions
Item Height0.7 in
Item Weight8.8 Oz
Item Length6 in
Item Width9 in
Additional Product Features
Intended AudienceCollege Audience
Dewey Edition22
Dewey Decimal659
Table Of ContentIntroduction 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
SynopsisGlobal 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 marketing content traveling-often from West to East-is the main focus of Global Advertising, Attitudes and Audiences. Drawing from diverse reception studies of creative consumption, Tony Wilson develops a philosophical psychology of purchasing, testing theory against shared consumer responses in online blogospheres and offline interviews. Successive chapters interpret reception of banking, fast food, national, telecommunications and university global branding by Chinese, Indian and Islamic Malay consumers in multi-cultural Malaysia, an Anglophone gateway to S.E. Asia. These studies are used to illustrate how people view the 'worlds' constructed by product branding., 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 marketing content traveling--often from West to East--is the main focus of Global Advertising, Attitudes and Audiences. Drawing from diverse reception studies of creative consumption, Tony Wilson develops a philosophical psychology of purchasing, testing theory against shared consumer responses in online blogospheres and offline interviews. Successive chapters interpret reception of banking, fast food, national, telecommunications and university global branding by Chinese, Indian and Islamic Malay consumers in multi-cultural Malaysia, an Anglophone gateway to S.E. Asia. These studies are used to illustrate how people view the 'worlds' constructed by product branding.
LC Classification NumberHF5823.W52 2013
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