Current Issue

The complex relationship between advertising and local content promotion in Nigeria is one of the huge challenges to sustainable development. Cultural oversimplification, misrepresentation, and dominance of the West do significant damage to the representation of Nigerian culture authentically in the practice of advertising. This paper, therefore, reviews this relationship by incorporating historical evolution, and technological, cultural, and regulatory dynamics. The qualitative research design followed in this study generated primary data through the use of in-depth interviews conducted on key players in the Nigerian advertising industry. The primary data collected underwent a thematic analysis, while the historical analysis was supported by multiple sources, including historical records, publications from the industry itself, and scholarly literature. This research shall, therefore, be located within the understanding of the Cultural Imperialism Theory and the Development Media Theory as a lens to critically analyse the complexity of representations of local content in advertising. The results showed that there were positive and negative perceptions toward the integration of local content in Nigerian advertisements, as most consumers appreciate culturally authentic content. It identifies challenges and also shows how to use opportunities: bridging Nigeria's multicultural identity and digital platforms for sustainable development. This research underlines the need for a balance between global advertising practices and the local cultural nuances of impactful, sensitive campaigns that shall help lead the course of sustainable development and preserve the rich cultural heritage of this great nation

The Role of Instagram Videos on the Growth of Female-Owned Businesses in Lagos

Temitope Falade

Creative Media, volume 1,issue 1 ,pages 94-112

10.70553/pau.2024.1991.17

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Sustainable Marketing Communication in the Digital Age of Advert Blocking: Implications for Telecommunication Service Providers in Nigeria

Omolola Oluwasola

Creative Media, volume 1,issue 1 ,pages 94-112

10.70553/pau.2024.1991.18

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Sustainable Marketing Communication in the Digital Age of Advert Blocking: Implications for Telecommunication Service Providers in Nigeria

Abstract

The advent of digital technologies has revolutionised marketing communication, offering unprecedented opportunities for brands to engage with their target audience. As consumers increasingly seek to control their online experiences and mitigate interruptions, the adoption of advert-blocking techniques has surged, posing significant challenges for organisations, thereby inhibiting their sustainable marketing communication plans. This paper explores the implications of advert blocking on sustainable marketing communication practices. It examines the factors driving the adoption of ad-blocking and the strategies organisations can employ to navigate this phenomenon for marketing communication sustainability. Anchored on the Selectivity Factor and the Uses and Gratification theories, the study deployed a mixed-method approach, incorporating qualitative analysis of service providers and consumer perceptions as well as quantitative data on advert-blocking trends from a sample size of 163 internet users in South-West, Nigeria. Findings reveal the pervasive nature of intrusive advertising practices and the growing apprehensions surrounding privacy and data security, driving the widespread adoption of advert blocking. Moreover, analysis indicates a correlation between ad-blocking behavior and heightened levels of brand scepticism and avoidance tendencies among consumers. Based on findings, organisations are advised to adopt sustainable brand communication strategies, Alternative approaches such as other below-the-line channels, native advertising, branded content, and influencer marketing emerge as promising avenues for engaging audiences while circumventing advert-blocking barriers. The research work accentuates the necessity of adjusting marketing communication strategies to align with evolving target audiences’ preferences, thereby promoting sustainability in the digital era's marketing landscape.

Online Marketing and Advertising in Nigeria: Prospects and Challenges

Ata-Awaji Anthony Reuben

Creative Media, volume 1,issue 1 ,pages 113-123

10.70553/pau.2024.1991.19

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