Clients' Perception, Extent of Adoption, and Level of Satisfaction With Multi-Platform Advertising Media Strategies (MuPAMS)

Brand Culture and Identity Pub Date : 1900-01-01 DOI:10.4018/978-1-5225-7116-2.ch024

A. O. Otunla, Oloruntobiloba T. Olatunji

{"title":"Clients' Perception, Extent of Adoption, and Level of Satisfaction With Multi-Platform Advertising Media Strategies (MuPAMS)","authors":"A. O. Otunla, Oloruntobiloba T. Olatunji","doi":"10.4018/978-1-5225-7116-2.ch024","DOIUrl":null,"url":null,"abstract":"Nigeria is becoming a global player in the business economy of Africa. Ibadan comes next to Lagos being the commercial hub of Nigeria; with high concentration of advertising and sales promotion and patronages This study investigates clients' perception, adoption and satisfaction with multi-platform advertising media strategies (MuPAMS) among business organisations in Ibadan, South-Western Nigeria. Ex-post facto research design was adopted, data was gathered using Multi-Platform Advertising Media Adoption Questionnaire (MuPAMAQ) (r = 0.86); and analysed descriptively. Findings revealed that majority of business organisations in Ibadan attached high importance to flier (57.7%), television (47.7%) and social media (47.4%). Thus, best promotion platforms were flier (84.6%) and social media (57.4%). Majority (69.3%) indicated very low satisfaction with the advertising agency services of which only 33.3% made quarterly requests per year. Adoption of multiple advertising platforms was recommended among media practitioners in Nigeria, to provide clients with a wide range of options and alternatives.","PeriodicalId":379544,"journal":{"name":"Brand Culture and Identity","volume":"70 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Brand Culture and Identity","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.4018/978-1-5225-7116-2.ch024","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}

引用次数: 0

Abstract

Nigeria is becoming a global player in the business economy of Africa. Ibadan comes next to Lagos being the commercial hub of Nigeria; with high concentration of advertising and sales promotion and patronages This study investigates clients' perception, adoption and satisfaction with multi-platform advertising media strategies (MuPAMS) among business organisations in Ibadan, South-Western Nigeria. Ex-post facto research design was adopted, data was gathered using Multi-Platform Advertising Media Adoption Questionnaire (MuPAMAQ) (r = 0.86); and analysed descriptively. Findings revealed that majority of business organisations in Ibadan attached high importance to flier (57.7%), television (47.7%) and social media (47.4%). Thus, best promotion platforms were flier (84.6%) and social media (57.4%). Majority (69.3%) indicated very low satisfaction with the advertising agency services of which only 33.3% made quarterly requests per year. Adoption of multiple advertising platforms was recommended among media practitioners in Nigeria, to provide clients with a wide range of options and alternatives.

查看原文本刊更多论文

客户对多平台广告媒体策略(MuPAMS)的认知、采用程度和满意度

尼日利亚正在成为非洲商业经济的全球参与者。伊巴丹仅次于拉各斯，是尼日利亚的商业中心;本研究调查了尼日利亚西南部伊巴丹的商业机构客户对多平台广告媒体策略(MuPAMS)的感知、采用和满意度。采用事后调查设计，采用多平台广告媒体采用问卷(MuPAMAQ)收集数据(r = 0.86);并进行描述性分析。调查结果显示，伊巴丹的大多数商业组织高度重视传单(57.7%)、电视(47.7%)和社交媒体(47.4%)。因此，最好的推广平台是传单(84.6%)和社交媒体(57.4%)。大多数受访者(69.3%)表示对广告代理服务的满意度很低，其中只有33.3%的人每年每季度要求广告代理服务。建议尼日利亚媒体从业人员采用多种广告平台，为客户提供广泛的选择和替代方案。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Brand Culture and Identity

自引率

0.00%

发文量