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:...