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African Research Review

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Culture, Product Advertising, and Advertising Agency Operations

C Nwabueze, L Ejezie, N Nweke

Abstract


Advertising is a means through which products, services and ideas of organizations are brought to the public knowledge. As a means of telling the market about a new product, advertising persuades and reminds the audience of their continuous support of the advertised item. In the face of globalization, varying cultures are shown to have impacted enormously on product advertising. The more companies undertake to market their products and services, the more linguistic and cultural challenges they come across. These cultures create some hurdles which an advertising agency must encounter before a successful advertising is recorded. This study adopts qualitative approach to examine the fusion between culture and production marketing, especially with regards to operations of advertising agencies. It concludes that advertising is very essential and for a product, service or idea to survive and sustain itself in these rough tidings, the advertiser should always embark on meaningful research to understand the market and marketing environment with a view to achieving advert objectives. 



http://dx.doi.org/10.4314/afrrev.v6i3.22
AJOL African Journals Online