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Clients' Perception, Extent of Adoption, and Level of Satisfaction With Multi-Platform Advertising Media Strategies (MuPAMS): Among Business Organisations in Ibadan, South-Western Nigeria

Clients' Perception, Extent of Adoption, and Level of Satisfaction With Multi-Platform Advertising Media Strategies (MuPAMS): Among Business Organisations in Ibadan, South-Western Nigeria
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Author(s): Adekunle Olusola Otunla (Afe Babalola University, Nigeria)and Oloruntobiloba T. Olatunji (University of San Francisco, USA)
Copyright: 2019
Pages: 21
Source title: Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-5225-7116-2.ch024

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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.

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