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

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...

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Bibliographic Details
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
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spelling my.iium.irep.267532013-02-13T19:53:01Z http://irep.iium.edu.my/26753/ A multiple stakeholder perspective of the television advertising production process in Malaysia Mokhtar, Aida P87 Communication. Mass media 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 production process. It is hoped that this study which examines the television advertising production process in Malaysia from the multiple stakeholder perspective for responsible advertising (Polonsky and Hyman 2007) contributes to the gap in advertising research. 2012-11-02 Conference or Workshop Item REM application/pdf en http://irep.iium.edu.my/26753/2/A_MULTIPLE_STAKEHOLDER_PERSPECTIVE_OF_THE_TELEVISION_ADVERTISING_PRODUCTION_PROCESS_IN_MALAYSIA_14Nov2012A.pdf application/pdf en http://irep.iium.edu.my/26753/3/DetailParellelSessionSchedule-30102012.pdf Mokhtar, Aida (2012) A multiple stakeholder perspective of the television advertising production process in Malaysia. In: International Conference on Communication and Media 2012 (i-COME12), 1-3 November 2012, Penang. (Unpublished) http://www.cas.uum.edu.my/index.php/component/jcalpro/view/1175
institution Universiti Islam Antarabangsa Malaysia
building IIUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider International Islamic University Malaysia
content_source IIUM Repository (IREP)
url_provider http://irep.iium.edu.my/
language English
English
topic P87 Communication. Mass media
spellingShingle P87 Communication. Mass media
Mokhtar, Aida
A multiple stakeholder perspective of the television advertising production process in Malaysia
description 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 production process. It is hoped that this study which examines the television advertising production process in Malaysia from the multiple stakeholder perspective for responsible advertising (Polonsky and Hyman 2007) contributes to the gap in advertising research.
format Conference or Workshop Item
author Mokhtar, Aida
author_facet Mokhtar, Aida
author_sort Mokhtar, Aida
title A multiple stakeholder perspective of the television advertising production process in Malaysia
title_short A multiple stakeholder perspective of the television advertising production process in Malaysia
title_full A multiple stakeholder perspective of the television advertising production process in Malaysia
title_fullStr A multiple stakeholder perspective of the television advertising production process in Malaysia
title_full_unstemmed A multiple stakeholder perspective of the television advertising production process in Malaysia
title_sort multiple stakeholder perspective of the television advertising production process in malaysia
publishDate 2012
url 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
_version_ 1643609201647288320
score 13.160551

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