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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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/ http://irep.iium.edu.my/26753/ 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

id	iium-26753
recordtype	eprints
spelling	iium-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 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 (Unpublished) http://www.cas.uum.edu.my/index.php/component/jcalpro/view/1175
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
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/ http://irep.iium.edu.my/26753/ 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
first_indexed	2023-09-18T20:39:49Z
last_indexed	2023-09-18T20:39:49Z
_version_	1777409289605873664

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

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