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Consumer reactions to global media branding are examined as a cognitive process, highlighting its significance for both the advertising industry and academic research. The book emphasizes the importance of interpreting responses to screen advertising through the lens of local culture, suggesting that this understanding is essential before conducting any quantitative studies.
Buchkauf
Global Advertising, Attitudes, and Audiences, Tony Wilson
- Sprache
- Erscheinungsdatum
- 2010
- product-detail.submit-box.info.binding
- (Hardcover)
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