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000619667 010__ $$z2010005071
000619667 020__ $$a9780203846346$$q(electronic book)
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000619667 1001_ $$aWilson, Tony,$$d1947-
000619667 24510 $$aGlobal advertising, attitudes and audiences$$h[electronic resource] /$$cTony Wilson.
000619667 260__ $$aNew York :$$bRoutledge,$$c2011.
000619667 300__ $$a1 online resource (xiv, 167 p.)
000619667 4901_ $$aRoutledge advances in management and business studies ;$$v44
000619667 504__ $$aIncludes bibliographical references and index.
000619667 5050_ $$aAudiences 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.
000619667 506__ $$aAccess limited to authorized users.
000619667 520__ $$aGlobal 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.-- Product Description.
000619667 588__ $$aDescription based on print version record.
000619667 650_0 $$aAdvertising.
000619667 650_0 $$aTelemarketing.
000619667 77608 $$iPrint version:$$aWilson, Tony, 1947-$$tGlobal advertising, attitudes and audiences.$$dNew York : Routledge, 2011$$z9780415875974$$w(DLC)  2010005071$$w(OCoLC)526106426
000619667 830_0 $$aRoutledge advances in management and business studies ;$$v44.
000619667 8520_ $$bacq
000619667 85280 $$bebk$$hProQuest Ebook Central
000619667 85280 $$bebk$$hProQuest Ebook Central Academic Complete
000619667 85640 $$3ProQuest Ebook Central$$uhttps://univsouthin.idm.oclc.org/login?url=https://ebookcentral.proquest.com/lib/usiricelib-ebooks/detail.action?docID=1272880$$zOnline Access
000619667 85640 $$3ProQuest Ebook Central Academic Complete$$uhttps://univsouthin.idm.oclc.org/login?url=https://ebookcentral.proquest.com/lib/usiricelib-ebooks/detail.action?docID=1272880$$zOnline Access
000619667 909CO $$ooai:library.usi.edu:619667$$pGLOBAL_SET
000619667 980__ $$aEBOOK$$aEBOOK
000619667 980__ $$aBIB
000619667 982__ $$aEbook
000619667 983__ $$aOnline