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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| Format: | Proceeding Paper |
| Language: | English English |
| Published: |
2012
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| 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 |
| _version_ | 1825646912235110400 |
|---|---|
| author | Mokhtar, Aida |
| author_facet | Mokhtar, Aida |
| author_sort | Mokhtar, Aida |
| collection | IIUM |
| 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. |
| first_indexed | 2024-03-05T23:09:41Z |
| format | Proceeding Paper |
| id | oai:generic.eprints.org:26753 |
| institution | International Islamic University Malaysia |
| language | English English |
| last_indexed | 2024-03-13T19:01:19Z |
| publishDate | 2012 |
| record_format | dspace |
| spelling | oai:generic.eprints.org: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 Proceeding Paper NonPeerReviewed 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 |
| spellingShingle | P87 Communication. Mass media Mokhtar, Aida A multiple stakeholder perspective of the television advertising production process in Malaysia |
| title | 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_short | 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 |
| topic | P87 Communication. Mass media |
| 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 |
| work_keys_str_mv | AT mokhtaraida amultiplestakeholderperspectiveofthetelevisionadvertisingproductionprocessinmalaysia AT mokhtaraida multiplestakeholderperspectiveofthetelevisionadvertisingproductionprocessinmalaysia |