Marketing of consistency: Communicating with the masses

• Main Author: Dobó Robert
• Format: Article
• Language: English
• Published: University of Novi Sad - Faculty of Economics, Subotica 2015-01-01
• Series: Anali Ekonomskog fakulteta u Subotici
• Subjects: political marketing; double standards; globalisation; communication; conflict; change; international trade
• Online Access: https://scindeks-clanci.ceon.rs/data/pdf/0350-2120/2015/0350-21201533079D.pdf

Globalisation meant to bring free flow of people, ideas, information and goods; this aim was only partially achieved. Cooperation creates consistency and in this regard double standards are present and economic possibilities and boundaries are created in order to fulfil domestic or geo-political goals. Changes in international trade relationships are presented to the public not only through the eyes of the media (according to its affiliation) but are practically felt by the public. If trade links are established, the public will be presented with new consumption possibilities and lower prices. If sanctions and limitations are erected, the opposite effect is felt by the public. Consistency of existing economic systems created by globalisation is heavily affected, changing or preserving them is a difficult task. Policy makers have to consider public opinion changes; willingness to adopt. Forming and changing it in a politically favourable manor is important.