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Consumer response to global media branding is explored as a cognitive process crucial for both the advertising industry and academic research. The book emphasizes the importance of interpreting reactions to screen advertising within local cultural contexts, suggesting that this understanding is essential before conducting any quantitative studies.
Compra de libros
Global Advertising, Attitudes, and Audiences, Tony Wilson
- Idioma
- Publicado en
- 2013
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- (Tapa blanda)
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