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

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”,...