Unveiling the Connectivity Between Culture and Advertising
Everything is improving, so is this noble task of advertising, everyone that wishes to stay relevant in this new age of marketing digitalization must of necessity understand the links between people’s way of life and their needs in other to know what to market to them and especially how to market it to them.
It is generally reported statistically that Nigeria as at 2021 has about 82 AM radio stations and over 50 FM stations in active connections. This validates again that radio broadcasting is a well-recognized medium of communications especially among the local populace. Arguably, radio broadcasting business pertinent is established on the principles of portability, accessibility and affordability.
Additionally, Nigeria has over twenty five (25) million radios sets within its shores; however every mobile phone has an embedded radio chip hence making radio stations more accessible to end users than newspaper and even the television. The internet currently has a mobile phone penetration in Nigeria of nearly 90%; this is why every smart marketer must even begin to embrace e-marketing or marketing digitalization. Advertisers still use radio in disseminating their marketing communication in Nigeria because of the aforementioned statics for its coverage nationwide.
However the essence of this article is to emphasize that whatever advert you intend to do, it should reflect the culture of the people. Look at a scenario below tagged scenario D;
This is an analysis of an advert by a Brand D. In the advertisement of this Brand D, a tenant decided to take up a tenement because the communal toilet is very clean so clean that the couple in the advert decided to pay for six years. We find a whole lot wrong with this advert because it is in abeyance with basic truth in our society.
First, the couple couldn’t be so impressed with communal convenience that they would opt to pay for six years instead of the traditional two years. As a matter of fact, government requires a maximum of one year rent instead of two that the agent is requesting in the advert not to talk of six year!
Second, in our culture every person desire independence associated with property ownership. We do not celebrate tenancy as is the case in the advertisement by Brand D. This is a misrepresentation of who we are.
Third, the advertisement shows desperation and a departure of what a good copy should look like. The story line is not relatable and culturally correct.
According to marketing communication guru and link specialist at Kantar Nigeria Mr. Abidemi Junaid , a good advert must convey basic and common sensical truth. It must have the potency to cut through the clutter – be distinctive. Doubtful if Brand D is able to maximally meet this objective.
It must deliver the brand message in a simple linear manner .It has to be linked to the brand; high brand memorability is key, no branding, no impression Junaid opines.
A good ad must leave a lasting impression in the mind of the audience about the brand. It should induce purchase intention or call to action in favour of the brand. It must be in alignment to reality and must dovetail with cultural truth relatable to all concerned. Brand D is in abeyance of all the points mentioned above.
It must be enjoyable and draw the attention of the audience. Essentially, good radio ad must be interesting, involving and distinctive. If so, it would definitely be actively received by the audience. So we wonder if Nigerians would celebrate an advert that is urging to remain in permanent tenancy because the toilet is clean. Communal toilets by our experience are not clean hence people desire personal toilets that they can use safely without the fear of picking up diseases.
Vibrancy is key for a radio ad to be successful. The vibrancy should be balance with a simple linear storyline. This is present in the advert but the story line is not fitting.
Finally, exaggerated claims make the ad to lose it relevance and credibility. Hence, brand appeal is low when we over exaggerate the execution and message. It would be nice to see this advertisement updated with hints given above taken into consideration.
Written by: Michael Umogun
Edited by: abouteverytin.com