There's Something About Mary - A re-examination of Mary Goodyear's advertising literacy in Asia Pacific

Lee Ryan and Rosie Hawkins

Mary Goodyear’s groundbreaking thinking on the evolution of marketing has proved to be an invaluable tool – useful for explaining and understanding markets, brands and advertising as well as consumer attitudes and behaviour.

There's Something About Mary

A Re-Examination of Mary Goodyear's Advertising Literacy in Asia Pacific

Lee RyanTNS, New Zealand

Rosie HawkinsBrand & Advertising Research, TNS, Australia

INTRODUCTION

In her paper “The Evolution of Marketing”, Mary Goodyear develops the concept of “consumerisation”, which she defines as “the growing sophistication of the 'dialogue' between the marketer and consumer”. Whilst it has long been acknowledged that markets and therefore the role of marketing are dynamic, Goodyear proposes that marketing in different sectors and in different cultures changes over time in a consistent and predictable way. The value of this thinking is clear:...

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