Designing an advertising model in the cultural context of south west Nigeria

• Main Author: Olawuyi, Adegoke
• Published: Cardiff Metropolitan University 2018
• Online Access: https://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.742921

The research is focused on the south west region of Nigeria and aims to investigate current advertising views and practices in this region. The aim is to then develop a more effective advertising approach by reviewing current literature in the advertising planning process and the importance of cultural factors in this respect. A conceptual model is constructed to illustrate the recommended advertising approach. The rationale supporting this focus is that, in the south west region of Nigeria advertising is so vital to organisation, and it represents the primary avenue by which organisation can reach the rapidly growing population. The research use a case study design (Odudu Osun) to explore and describe the data collected through qualitative and quantitative approach. The primary research is conducted in within the cosmetics industry in southwest Nigeria and the research construct consists of face-to-face interviews amongst the advertising agencies and online survey amongst the advertising agency and consumers in southwest Nigeria. The result of this survey is presented and analysed, conclusions and recommendations are made in line with the key principles of the constructed conceptual advertising model. The researcher use Triangulation to allow for better understanding of the research and also enrich the final result of the mixed method approach, which involves the use of qualitative and quantitative method The contribution and impact of the research are that it provides a better understanding of the advertising process in this cultural environment of southwest Nigeria. In addressing these issues, the potential value of a different planning approach for organisation, government and advertisers are then evaluated and recommendations made for their future advertising campaigns. The research is divided into eight main chapters, with each chapter examining the research topic using various recognised approaches. Chapter One provides the background of the study and explains the area of investigation in detail. Also in Chapter One, the objectives and aims of the research are explained in detail with reference to a review of the existing literature. This is done using theories and studies on the subject of consumer beliefs in the field of advertising. Chapter Two investigates behavioural models and early theory of advertising models. Next, Chapter Three focuses on culture and the relationship between culture and advertising. Indeed, culture is a crucial element in this research. Thus, the researcher focuses on development of culture, culture’s characteristics and components, and on how culture influences consumer-buying behaviour. Chapter Four discusses the role of advertising agencies and considers how they plan their campaigns. The methodology is given in Chapter Five. This chapter allows us to understand the research v method that the researcher has selected, the reasons for this selection, and the advantages and disadvantages of the methodology used. Following that, Chapter Six deals with the qualitative analysis using themes, while Chapter Seven discusses the quantitative analysis using bivariate analysis. Finally, Chapter Eight provides the conclusion and recommendations. This is followed by the references and appendices.