advertisement in the economic community of west african states (ecowas): learning from the...

Performed By;Siah-Armah Edmund

Supervised By;Professor Mag. Dr. Alexander Schwarz-Musch

Dr. in Eithne Knappitsch1

Master Thesis Defense

“ADVERTISEMENT IN THE ECONOMIC COMMUNITY OF WEST AFRICAN STATES (ECOWAS)”

LEARNING FROM THE TELECOMUNICATIONS INDUSTRY

2

CHAPTER 1: INTRODUCTION

•BACKGROUND

•PROBLEM DEFINITION AND PURPOSE OF RESEARCH

•RESEARCH QUESTION AND SUB QUESTIONS

•STRUCTURE OF THE RESEARCH

CHAPTER 2: THEORETICAL PART

•THE ECOWAS REGION

•THEORY OF ADVERTISEMENT

•THEORY OF STANDARDIZATION AND ADAPTATION

•THEORY OF CULTURE

CHAPTER 3:

EMPIRICAL PART

•TELECOMMUNICATIONS IN THE SUB RERION

•METHODOLOGY

•RESULTS OF RESEARCH

•DISCUSSION OF RESULTS

CHAPTER 4:

GUIDELINE PROPOSAL•Advertisement Planning Roadmap

CHAPTER 5: CONCLUSION AND

OUTLOOK

•SUMMARY

•LIMITATIONS

• IMPLICATIONS FOR FUTURE RESEARCH

Agenda

3


BACKGROUND

PROBLEM DEFINITION AND

PURPOSE OF RESEARCH

RESEARCH QUESTION AND SUB QUESTIONS

STRUCTURE OF THE RESEARCH

Conflicts

Advertiser'sCompany Policy &

Strategy

AdvertisementConsumers/General

Public

Government

4


BACKGROUND


PURPOSE OF RESEARCH



333 Million + Inhabitants

Different Colonizers

4 International Languages

National borders are not representative of national

cultures

Over 7.50 million Intra-regional Migration

1000 + Native Languages

Mixture of Languages and Culture

Imported Culture

15 Countries

Local Culture

5


BACKGROUND


PURPOSE OF RESEARCH



Identify required ad components

Identify communication process

Propose a generalized advertisementguideline for making ads

Purpose of Research

6


BACKGROUND


PURPOSE OF RESEARCH



“TO WHICH EXTENT CAN ADVERTISEMENTS BE ADAPTED IN THE ECOWAS REGION?”

How diverse is the ECOWAS region in terms of culture?

Which factors affect adaptation and standardization of ads?

What elements of an ad should be adapted or standardized?

7


BACKGROUND


PURPOSE OF RESEARCH



8

CHAPTER 2: THEORETICAL

PART

THE ECOWASREGION

THEORY OF ADVERTISEMENT

THEORY OF STANDARDIZATION AND ADAPTATION

THEORY OF CULTURE

• Visible/Invisible

• Verbal/Non Verbal

• Low/High Context

Culture

• Socio-Culture

• Socio-Economy

Adaptation & Standization • Ad Appeals

• Ad Channels

Ad. Content

Culture Communication Advertisement

9

CHAPTER 3: EMPIRICAL PART

TELECOMMUNICATIONS IN THE SUB RERION

METHODOLOGY

RESULTS OF RESEARCH

DISCUSSION OF RESULTS

Local Foreign

Benin 5 54 2 3

Burkina Faso 3 38 0 3

Cape Verde 2 93 1 1

Cote d'Ivoire 6 70 1 5

Gambia 4 84 2 2

Ghana 6 78 1 5

Guinea 4 45 1 3

Guinea Bissau 3 54 1 2

Liberia 6 42 1 5

Mali 3 63 1 2

Niger 4 25 1 3

Nigeria 5 58 2 3

Senegal 3 74 0 3

Sierra Leone 5 46 1 4

Togo 2 39 1 1

OWNERSHIPCOUNTRY

NUMBER OF

MOBILE

OPERATORS

Mobile

Penetration

%

National Communications Authority or Autorite De Regulation Des Telecommunications’ of the respective member states

Overview of the Telecommunications Industry in ECOWAS

10



METHODOLOGY

RESULTS OF RESEARCH


Inductive content analysis (qualitative and quantitative)

Linguistic analysis (Narratology)

Semiotic analysis were applied

Linguistic Inquiry and Word Count (LIWC) software

The services of two human coders were also solicited as the

human contribution to content analysis necessary.

To examine critically the logic, composition and protocols of the

sampled ads.

Krippendorff, 2004, p. xvii; Neuendorf, 2002, p. 40.

Structure

11



METHODOLOGY

RESULTS OF RESEARCH


Reproduced from Elo & Kynga, 2008, p.110.

Inductive Content Analysis

12



METHODOLOGY

RESULTS OF RESEARCH


Preparation Phase

Research topic

Objectives

Scope

Choice of approach (Inductive)

Sampling

Drawing up of coding guideline

13



METHODOLOGY

RESULTS OF RESEARCH


Organizing Phase

The samples were then broken down into coding units

Categorization according to coding rule

Reporting Phase

results were presented

Results were discussed, mapped, conceptualized and

compared with literature

Analysis to dissociate events of a narrative (story and

disclosure)

Code samples

Examine samples

14



METHODOLOGY

RESULTS OF RESEARCH


Linguistic Analysis (Narratology) / Cognitive Narratology

Semiotics / Science of Significance

15



METHODOLOGY

RESULTS OF RESEARCH


Sampling Procedure

Industry

Countries (Ghana & Nigeria)

Television ads (<2yrs on

national TV; one local & one

foreign)

Substantial Market Share

within the ECOWAS

MTN&

GLO

16

Coding Units and Guidelines

MAIN

CATEGORIES

GENERIC

CATEGORYSUB-CATEGORY MAIN CATEGORIES GENERIC CATEGORY SUB-CATEGORY

COMPANYThis sub-categoty shows which companies and wheter or not it is a focus on in the ad (foreign or

international) and the extent to which the company is potrayed in the TV spot (low, medium or high).

PRODUCT / SERVICEWhether or not and which product or service offering is highlighted in the TV spot is stated. The

parameters of the extent of its emphasis is also illustrated.

CAST This describes who the cental actor(s) in the TV spot are. Their social influence is also illustrated.

AGE /GENDER OF MAIN

CHARACTER (S)

The ages and gender (marked as 'M' nd 'F' for male and female respectively) of the central images

mentioned as casts are listed respectively.

SETTING (ACTIVITY / PLACE)In this sub-category, the settings and happenings for in the fore and background of the TV spot are

described. The profoundness of culture specificalities are noted.

NATIONAL SYMPBOLS / COLORSNational symbols or colors visible in the TV sopt is recorded. The frequency of their appearance is

also defined in the parameters.

LANGUAGE(S)Languages spoken in the TV spot are docummented in this sub-category. The regularity of their use is

also described.

ACTIONSThis refers to all actions, gestures and and signs characteristic of visible culture. Frequency is also

measured.

SCREEN CAPTION / SLOGAN Outstanding sreen captions and slogans that are seen are captured in this sub-category.

HIGHEST COUNT WORDSThe two most recurring words in the origional version of the ad, with the exception of common words

are counted with 'LIWC' software.

NOTABLE PHRASES All other outstanding and significat combination of words are documented.

HIGHLIGHTED / STRESSED

WORDSUncommon words that are repeated freguently or accented in the voice over parts of the ad.

MUSICReference is made to significant and unisolated vocal and or instrumental sounds heard in the span

of the TV spot

VOICES

In this sub-category, reference is made to human voices heard during the ad and whether they are live

or mimicked. The parameters define the the number of voices heard and whether or not they have

international associations.

SPOKEN SLOGANSOutstanding sreen captions and slogans than the official company slogan that are spoken or heard

are captured in this sub-category.

OTHERS Other isolated and non human or non intrumental sounds are recorded.

TARGET AUDIENCEThis sub-category defines who views the TV spot, whom it was originally intended for and their

possible level of associaton.

APPEALS Rational, emotional and moral appeals identified are stated.

LENGTHThe legnth of the TV spot is recorded. It is measured in comparison to the worldwide advertising

industry rule of thumb in the parameters.

NUMBER OF SCENES The number of scense that characterize the TV sopt is counted.

CENTRAL IMAGE

Highlighted elements of the TV spot

are described and the extent of their

usage, emphasis or frequency is

potrayed in its parameters.

OTHER ELEMENTS

OF THE TV SPOT

Other uncategorizable

coding units are classified

in this section.

CODING RULE

The viewers or consumers of the TV

spot are classified. The benefits

derived from the ad are also noted

and measured in the parameters.

This generic category illustrates

other relevant general features of the

TV spot and its compexity compared

to industry standards in the

parameters.

VIEWERS

FEATURES

CATEGORIES

VIDEO ELEMENTS OF

TV SPOT

Visual elements of the ad

contents are identified,

categorized, analyzed and

documented.

CULTURAL ELEMENTS

Both visible and invisible cultural

elements are identified and

recorded.

Notable and reccuring words or

combination of words are

documented and measured in the

parameters.

AUDIO ELEMENTS OF

TV SPOTSOUNDS

Audible elements of the TV

spot are identified and

analyzed in this category.

Isolated and unisolated sounds

clearly audible from the TV spot are

defined measured and recorded.

TEXT / DRAWN

ELEMENTS OF TV

SPOT

Written and drawn

elements such as texts,

logos and drawings are

analyzed.

KEYWORDS / PHRASES

17



METHODOLOGY

RESULTS OF RESEARCH


Reliability and ValidityReliability test

Two coders from Ghana and Nigeria were trained

4 coder checks were performed (once before, once after and

twice during the coding process)

Sampled ads were acquired from national TV stations on a CD-

ROM

Validity test

Was valid if at least two out of the three coders (author

inclusive) agreed on a coding variable

Was invalid if vice versa

Sampled ads were run through the LIWC analysis tool twice with

a 5 month interval

18



METHODOLOGY

RESULTS OF RESEARCH


Adapted Standardized

COMPANY

PRODUCT /

SERVICE

CAST

AGE / GENDER

OF MAIN

CHARACTER (S)

SETTING

(ACTIVITY /

PLACE)

NATIONAL

SYMPBOLS /

COLORS

LANGUAGE(S)

ACTIONS

SLOGAN /

CATION

HIGHEST

COUNT WORDS

NOTABLE

PHRASES

HIGHLIGHTED /

STRESSED

WORDS

MUSIC

VOICES

SPOKEN

SLOGANS

OTHERS

TARGET

AUDIENCE

APPEALS

LENGTH

NUMBER OF

SCENES

MTN

CE

NT

RA

L I

MA

GE

CU

LT

UR

AL

EL

EM

EN

TS

TE

XT

/ D

RA

WN

EL

EM

EN

TS

OF

TV

KE

YW

OR

DS

/

PH

RA

SES

AU

DIO

EL

EM

EN

TS

OF

TV

SP

OT

SOU

ND

S

OT

HE

R E

LE

ME

NT

S

FE

AT

UR

ES

TE

CH

N

ICA

L

PARAMETERS

VID

EO

EL

EM

EN

TS

OF

TV

SP

OT

19



METHODOLOGY

RESULTS OF RESEARCH


Adapted Standardized

COMPANY

PRODUCT /

SERVICE

CAST

AGE / GENDER

OF MAIN

CHARACTER (S)

SETTING

(ACTIVITY /

PLACE)

NATIONAL

SYMPBOLS /

COLORS

LANGUAGE(S)

ACTIONS

SLOGAN /

CAPTION

HIGHEST COUNT

WORDS

NOTABLE

PHRASES

HIGHLIGHTED /

STRESSED

WORDS

MUSIC

VOICES

SPOKEN

SLOGANS

OTHERS

TARGET

AUDIENCE

APPEALS

LENGTH

NUMBER OF

SCENES

T

EX

T /

DR

AW

N

EL

EM

EN

TS

OF

TV

SP

OT

KE

YW

OR

DS

/

PH

RA

SE

S

AU

DIO

EL

EM

EN

TS

OF

TV

SP

OT

SO

UN

DS

OT

HE

R E

LE

ME

NT

S

FE

AT

UR

E

S

TE

CH

NIC

AL

PARAMETERS

VID

EO

EL

EM

EN

TS

OF

TV

SP

OT

CE

NT

RA

L I

MA

GE

CU

LT

UR

AL

EL

EM

EN

TS

GLO

20



METHODOLOGY

RESULTS OF RESEARCH


TRANSLATED TRANSCRIPT OF MTN GHANA AD

LIWC Dimension Your Data

Personal Texts

Formal Texts

Self-references (I, me, my)

2.08 11.4 4.2

Social words 12.5 9.5 8

Positive emotions 5.21 2.7 2.6

Negative emotions 0 2.6 1.6

Overall cognitive words

5.21 7.8 5.4

Articles (a, an, the) 2.08 5 7.2

Big words (> 6 letters)

15.62 13.1 19.6

Word Count 96

TRANSLATED TRANSCRIPT OF MTN NIGERIA AD


Personal Texts

Formal Texts


4.35 11.4 4.2


Positive emotions 0 2.7 2.6

Negative emotions

0 2.6 1.6


1.09 7.8 5.4

Articles (a, an, the)

5.43 5 7.2


14.13 13.1 19.6

Word Count 92

TRANSLATED TRANSCRIPT OF GLO GHANA AD


Personal Texts

Formal Texts


18.32 11.4 4.2





0.76 7.8 5.4



24.43 13.1 19.6

Word Count 131

TRANSLATED TRANSCRIPT OF GLO NIGERIA AD


Personal Texts

Formal Texts


4.55 11.4 4.2


Positive emotions

1.52 2.7 2.6

Negative emotions

0 2.6 1.6


3.79 7.8 5.4

Articles (a, an, the)

6.06 5 7.2


11.36 13.1 19.6

Word Count 132

LIWC Analysis

21



METHODOLOGY

RESULTS OF RESEARCH


Mirrored Relationships (Basic Needs-Culture-Ad Appeals)

Source: adapted from: cf. Maslow, 1943, pp. 370-396; Hofstede, G. & Hofstede et al., 2010, pp. 6-7; cf. Wells et al., 1992, p249.

22



METHODOLOGY

RESULTS OF RESEARCH


Power distance Index (PDI)

Individualism versus Collectivism (IDV)

Masculinity versus Femininity (MAS)

Uncertainty avoidance index (UAI)

Pragmatic versus Normative (PRA)

Indulgence versus Restraint (IND)

Confirmed by the theories of culture

23



METHODOLOGY

RESULTS OF RESEARCH


How diverse is the ECOWAS region in terms of

culture?

1000+ Native Languages

200+ Ethnic Groups

15 Countries

300 Million+ Inhabitants

CULTURALLY EXTREMELY DIVERSE

Different Inherited Cultures

Various Learned Cultures

24



METHODOLOGY

RESULTS OF RESEARCH


Which factors affect adaptation and standardization

of ads?

Culturei. Cultural dimensions

ii. Visible and invisible aspects

iii. Verbal and non-verbal aspect

iv. High and low context

25



METHODOLOGY

RESULTS OF RESEARCH


MAIN CATEGORY VIDEO ELEMENTS OF TV SPOT

TEXT / DRAWN

ELEMENTS OF TV

SPOT

AUDIO ELEMENTS OF TV

SPOTOTHER ELEMENTS

GENERIC CATEGORY CENTRAL IMAGE CULTURAL ELEMENTSKEYWORDS /

PHRASESSOUNDS FEATURES

TECHNICA

L

SUB-CATEGORYC

OM

PA

NY

PR

OD

UC

T /

SE

RV

ICE

CA

ST

AG

E / G

EN

DE

R O

F

MA

IN C

HA

RA

CT

ER

(S)

SE

TT

ING

(A

CT

IVIT

Y

/ P

LA

CE

)

NA

TIO

NA

L

SY

MP

BO

LS

/

CO

LO

RS

LA

NG

UA

GE

(S)

AC

TIO

NS

SLO

GA

N /

CA

PT

ION

HIG

HE

ST

CO

UN

T

WO

RD

S

NO

TA

BL

E P

HR

AS

ES

HIG

HLIG

HT

ED

/

ST

RE

SS

ED

WO

RD

S

MU

SIC

VO

ICE

S

SP

OK

EN

SL

OG

AN

S

OT

HE

RS

TA

RG

ET

AU

DIE

NC

E

AP

PE

ALS

LE

NG

TH

NU

MB

ER

OF

SC

EN

ES

MTN & GLO

PARAMETER

S

Adapted

Standardize

d xx xx x xx x x x x x x xx x

PARAMETER

S DEDUCED

Adapted 0 0 0 0 0 0 0

Standardize

d x x 0 x 0 0 0 0 0 x 0

SUMMED

PARAMETER

S

Adapted 2 2 1 2 0 1

Standardize

d 2 1 0 0 1 0

SUB-CATEGORY BALANCED ADAPTED ADAPTED ADAPTEDSTANDADIZ

EDADAPTED

GENERIC CATEGORY ADAPTED ADAPTED ADAPTED BALANCED

MAIN CATEGORY ADAPTED ADAPTED ADAPTED BALANCED

What elements of an ad should be adapted or standardized?

26

1. age or target grouping

2. culture considerations

3. advertisement theme and appeal

4. language and linguistic characteristics

CHAPTER 4: GUIDELINE PROPOSAL

Components

Guideline

Standardization

AdaptationINVISIBLE

Self-Actualization

Self-Esteem

Love and belonging

Safety needs

Physiological needs

65+ years

55 – 64

years

8 – 14

years

15– 24

years

CULTURE

65+y

rs.

0

yrs.

Ag

e R

ang

e O

f C

ele

bri

tie

s U

se

d I

n

Ad

s

AGE / TARGET

43

LANGUAGE

25– 54

years

AD THEME AND APPEAL

Most Popular /

Government

Sponsored

Vernacular

Vernacular,

English

English,

Vernacular,

Pidgin

English

English, Pidgin

RationalEmotional

VISIBLE

15

30

45

65

STORYTELLING / MUSIC

Moral

-History and Politics;

Socio-Culture;

Socio-Economy

Averaged LIWC Results of all MTN and GLO Ads

LIWC Dimension Your DataPersonal Texts

Formal Texts


7.325 11.4 4.2




Overall cognitive words 2.7125 7.8 5.4


Big words (> 6 letters) 16.385 13.1 19.6

Word Count 112.75

Proposed Guideline

Averaged LIWC Results of all MTN and GLO Ads

LIWC Dimension Your Data Personal Texts Formal Texts

Self-references (I, me, my) 7.325 11.4 4.2




Overall cognitive words 2.7125 7.8 5.4


Big words (> 6 letters) 16.385 13.1 19.6

Word Count 112.75

27

28

CHAPTER 5: CONCLUSION

AND OUTLOOK

SUMMARY

LIMITATIONS

IMPLICATIONS FOR FUTURE RESEARCH

Know the internal and external characteristics of the firm

Striking the right balance between adaptation and standardization

The balance is dependent on the target/age group

Advertisements should generally be highly adapted

29


AND OUTLOOK

SUMMARY

LIMITATIONS


Only one industry and two member states were analyzed

The research was limited to ‘promotion’ of the marketing mix in the entire marketing process schematic

Just TV ads were analyzed

Content analysis is open to the interpretation of the researcher

An online (trial) version of the LIWC software was used (technical complexities could not be analyzed)

30


AND OUTLOOK

SUMMARY

LIMITATIONS


More samples spread across different industries and member states

Broadcast, print and interactive ads should be analyzed

A full version of the LIWC software or any other similar should be purchased and used.

31

Master Thesis Defense

T h e E n d

For details and references, refer to the corresponding chapters of the thesis.

advertisement in the economic community of west african states (ecowas): learning from the...

Marketing