Gelatin… The tricky ingredient
How do you make your products available on the international market – without offending local consumers? This can be much trickier than you would think. Think about the simple example of many sweets (or...
Tagged: International Marketing
Special issue on Latin America
International Journal of Advertising Reminder: Call for papers: Special issue on Latin America Submission deadline: 15 November (abstracts) 1 March 2016 (full papers) Over the next few years, Latin America has been predicted to...
What makes me different: Distinctiveness Theory
I haven’t posted about interesting advertising/marketing comms theories for a while…. sorry! Here’s a new one – well, sort of, as it really is very complimentary to Identification Theory. Distinctiveness Theory, actually shows nicely...
Stereotypes – Social Categorisation
Often advertising is being criticised for portraying stereotypes – and although advertisers have somewhat toned down especially the use of gender stereotypes, stereotypes of all sorts can frequently be found in advertising. This is...
I see myself – Identification Theory
Early in the 1960s, Identification Theory emerged (Kehlman, 1961) as a way of explaining how persuasion is linked to perceptions of similarity. Put simply, Identification Theory states that when people judge a message source...
Acculturation Theory & Marketing
While yesterdays post was very much related to postacculturation, i.e. taking a contemporary look at how within a globalised world consumers create identity, todays post goes “back to the roots” by looking at acculturation – or...
Globalisation: Global Consumer Culture?
While it is undeniable that globalisation of markets has occurred on a rapid scale, with global brands being represented on all corners of the globe, the importance for marketing communication – and indeed the idea that...