Languages and other COO markers in advertising: Strategy choices in Dutch magazine advertisements.

Abstract

The objective of the present study was therefore to quantify COO markers and learn more about the influence of country and product category on the positioning of brands. For the present study, 795 magazine advertisements from a Dutch magazine were analyzed to clarify how COO markers are manifested. It has been found that 45% of the advertisements contained a single COO marker or a combination of multiple COO markers. It turned out that COO markers were combined in 78 different ways. The findings have also confirmed the influence of country and product category on the use of COO markers. However, some results were in conflict with previous studies such as the use of the ‘Made...in’ statement.