Keyword : Affiliation, Advertising Agencies, Foreign Affiliation
Author(s) : NWORISA Aloysius Nnanna, PhD
Abstract :
The study sought to explore factors relating to foreign advertising agency affiliations in the Nigerian advertising sub-sector. The cost-based theory served as the theoretical foundation of the study which focuses on the bundling and unbundling of advertising campaigns with an advertiser or client choosing an advertising agency that handles both creative and media campaigns or giving the jobs to two different agencies for costeffectiveness, while descriptive survey design was adopted. The population of the study included 600 advertising practitioners in the 80 advertising agencies under the Association of Advertising Agencies of Nigeria including the 14 affiliated agencies and 66 non-affiliated peers and the sample size was 300 which was determined by using an Australian sample size calculator with a confidence level of 95% and confidence interval of 4. Multi-stage sampling techniques were adopted in the selection of the study’s sample size of 300 from the parent population of 600 workers of both affiliated and non-affiliated agencies. Questionnaire, interviews, relevant business reports, and facility visits were used as instruments for data collection. Data obtained were analyzed using correlation, mean, percentages; frequency distribution, and Chi-square. A total of 300 copies of questionnaire were administered to the respondents, and out of the 300 copies of the questionnaire 293 copies representing 97.66% were returned and found usable. Hypotheses were tested using Chi-square at a probability level of 0.05. Results indicate that billings, visibility leadership of CEOs, and quality and quantity of clients are the major factors that influence advertising agency affiliations in Nigeria, core manpower and strong foundation are some of the attributes that facilitate affiliations in Nigeria, international best practices, and improve work system are major factors that make Nigerian local agencies to seek foreign affiliates, affiliations expose the Nigerian local agencies to wider business opportunities and generate financial gains. The study recommends as follows: local advertising agencies in Nigeria should seize the opportunity of the prospects of affiliations to carry out in-depth communication research and training that can strengthen the advertising industry, local agencies in Nigeria should scrutinize critically the various philosophies of foreign advertising agencies before engaging in them, advertising laboratories should be established in all Nigerian universities for raising advertising practitioners.
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