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Citation Information

Type Journal Article - International Journal of Marketing Studies
Title Western Presence in Emerging Markets: A Content Analysis of Western Presence in South African Television Commercials
Volume 4
Issue 2
Publication (Day/Month/Year) 2012
Page numbers 67-73
URL http://www.ccsenet.org/journal/index.php/ijms/article/viewFile/14115/10858
There is major growth opportunity for businesses entering emerging markets. Advertising to consumers within
these markets is an issue that marketing strategists must examine in order to prepare for success. In this content
analysis of an emerging market’s (South Africa) primetime television, a snapshot of the local advertising
landscape is examined in order to identify the current level of western investment. This study seeks to provide
insight on the languages spoken, the ethnicity of the actor, and the products marketed in these advertisements to
have an idea about the strategies being employed by western companies to communicate in this emerging

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