Cardiff Metropolitan University
10517 - Adegoke Olawuyi.pdf (2.81 MB)

Designing an Advertising Model In the cultural context of South West Nigeria

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posted on 2022-10-27, 13:53 authored by Adegoke Olawuyi


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


Chapter Four discusses the role of advertising agencies and considers how they plan their


The methodology is given in Chapter Five. This chapter allows us to understand the research


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.



  • School of Management

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  • Doctoral

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  • PhD

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