Designing an Advertising Model In the cultural context of South West Nigeria
Creators: name: Olawuyi, Adegoke
Publisher: name: Cardiff Metropolitan University
Year: 2022
Subjects: Marketing not elsewhere classified

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