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Review: Southeast Asian Identities: Culture and Politics of Representation in Indonesia, Malaysia, Singapore, and Thailand

Much of the work discussed here addresses ways in which the advertising element of marketing communications is particularly important. This is to be expected from a researcher whose major contribution has been to demonstrate that a single advertising exposure can be all that is necessary to achieve an immediate sales increase (see p. 86). This has implications relating to the balance of investment in creative communications development, rather than in the media buy especially since the previous rule of thumb was that three exposures to an advertisement were the desired minimum. Most of the cases in the book can fairly be seen to suggest that good advertising has only good effects, and that one particular effect is to suggest many ways in which poor advertising can be made good (through the judicious use of the research processes outlined).