A multiple stakeholder perspective of the television advertising production process in Malaysia

• Main Author: Mokhtar, Aida
• Format: Conference or Workshop Item
• Language: English; English
• Published: 2012
• Subjects: P87 Communication. Mass media
• Online Access: http://irep.iium.edu.my/26753/2/A_MULTIPLE_STAKEHOLDER_PERSPECTIVE_OF_THE_TELEVISION_ADVERTISING_PRODUCTION_PROCESS_IN_MALAYSIA_14Nov2012A.pdf; http://irep.iium.edu.my/26753/3/DetailParellelSessionSchedule-30102012.pdf; http://irep.iium.edu.my/26753/; http://www.cas.uum.edu.my/index.php/component/jcalpro/view/1175

Communication plays a big role in nation building (Taylor and Kent 2006). Television advertising is powerful. It has movie-like qualities which bring stories to life and create powerful brand imagery (Moriarty, Mitchell et al. 2012). There has been a dearth of studies on the television advertising p...