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Integrated Marketing Communication

This document discusses the use of human models in advertising in Nigeria. It notes that models are commonly used in advertising to attract attention, improve sales by associating products with well-known personalities, and propagate brands. In Nigeria, the use of models has become a sophisticated marketing strategy, with celebrities often featured in television and print ads. While modeling plays an important role in accelerating appeal and sales, questions remain around the effectiveness and ethics of these practices in the Nigerian context. The study aims to provide understanding of modeling in advertising and examine how models are used, their influence on buyers, and the effectiveness and ethical implications of these activities.

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Yogesh Kumar Prajapati
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111 views11 pages

Integrated Marketing Communication

This document discusses the use of human models in advertising in Nigeria. It notes that models are commonly used in advertising to attract attention, improve sales by associating products with well-known personalities, and propagate brands. In Nigeria, the use of models has become a sophisticated marketing strategy, with celebrities often featured in television and print ads. While modeling plays an important role in accelerating appeal and sales, questions remain around the effectiveness and ethics of these practices in the Nigerian context. The study aims to provide understanding of modeling in advertising and examine how models are used, their influence on buyers, and the effectiveness and ethical implications of these activities.

Uploaded by

Yogesh Kumar Prajapati
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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INTEGRATED MARKETING COMMUNICATION

TREND IN THE USE OF HUMAN MODELS IN THE NIGERIA ADVERTISING


INDUSTRY

BY-
YOGESH KUMAR
2020-2021
SUBMITTED TO –
MR. DEEPAK
SINGHAL
INTRODUCTION
ADVERTISING IS ANY PAID FORM OF NON-PERSONAL
PRESENTATION AND PROMOTION OF PERSONS,
INSTITUTIONS, IDEAS, GOODS OR SERVICES, BY AN
IDENTIFIED SPONSOR USING APPROPRIATE MEDIUM OR
MEDIA OF COMMUNICATION.  ACCORDING TO THE CABLE
NEWS NETWORK (CNN), ADVERTISING GIVES US THE
RIGHT TO CHOOSE, IN THE MARKET PLACE.  IT INDUCES
IMMEDIATE SALES AND BUILDS SUSTAINABLE  IMAGE 
FOR A PRODUCT.
• ADVERTISING ALSO INFORMS BUYERS  ABOUT PRODUCTS THAT ATE NEW IN
THE MARKET AS WELL AS REMIND THEM ABOUT OLD ONES ALMOST
FORGOTTEN DUE  TO LACK OF PUBLICITY ON THEM.   IT  TELLS ABOUT
NAMES OF SUCH NEW PRODUCTS AND WHERE  TO  GET THEM.  USING WELL
KNOW MODELS TO ADVERTISE PRODUCTS OR SERVICES CREATES AROUSAL
OF INTEREST IF VIEWERS IDENTIFY SUCH PRODUCTS OR SERVICES WITH THE
MODELS.
• ADVERTISING PRACTITIONERS/ADVERTISERS HOLD THE VIEW THAT WHEN 
CELEBRITY MODELS ARE USED FOR PROMOTION OF GOODS OR SERVICES,
THE LOYALTY OF THE GARGET AUDIENCE IS WON.  THE USE OF MODELS IN
ADVERTISING STEM, FROM THE MARKETING CONCEPT AND ALSO EMANATES
FROM THE FACT THAT  ADVERTISERS AND ADVERTISING AGENCIES REALIZED
THE POWER INFLUENCE AND IMPORTANCE OF ASSOCIATING NOTABLE
PERSONALITIES OR EVEN GOOD LOOKING PEOPLE WITH PRODUCT IDENTITY
IN ORDER TO ACHIEVE THE FOLLOWING REASONS:
• 1.         TO ATTRACT THE ATTENTION OF PROSPECTIVE BUYERS.
• 2.         IMPROVE THE SALES OF THE PRODUCTS BY ASSOCIATING
IT WITH SUCH MODELS.
• 3.         TO GET BUYERS TO BE FAVORABLY DISPOSED TO THE
PRODUCTS.
• 4.         TO PROPAGATE THE BRAND
• 5.         TO IMPROVE ON THE BRAND IMAGE
• 6.         TO ADD VALUE TO ADVERTISING AND COMMUNICATIONS 
INDUSTRY.
NIGERIA TREND TO USE OF MODEL IN ADVERTISING HAS REMIND A
REMARKABLE INSTRUMENT OF INCREASING BUSINESS ACTIVITIES
BECAUSE THE APPEALS DRAWN WILL BE VERY EFFECTIVE IN
ADVERTISING AND WILL ATTRACT MUCH CONCERN WHERE
ATTITUDE CHANGE IS INVOLVED.  AS A RESULT, SOME
DEVELOPMENTS HAVE BEEN WITH EASED IN THE ADVERTISING
INDUSTRY WITHIN THE LEAST TWENTY YEARS IN THE AREA OF
SUPPORTIVE SERVICES AS RADIO AND TELEVISION PRODUCTION,
RESEARCH AND OUT DOOR SERVICES.  THESE ARE ACTIVITIES AND
VENTURES WHERE MODELING SERVICES ARE REQUIRED.
TO DAY, ADVERTISING INDUSTRY USE MODELS IN SEVERAL WAYS
EITHER ON TELEVISION OR ADVERTISEMENT ON THE PAGES AND
COVERS OF VARIOUS MAGAZINES, NEWSPAPERS, JOURNALS
CALENDARS, BILL-BOARDS, AND POSTERS.
• HOGARTH (1968) ASSERTS THAT THERE ARE MANY DIFFERENT
WAYS IN WHICH MODELS ARE USED  IN ADVERTISING AND
FURTHER STATED HOW COMPLEX THE WORLD OF ADVERTISING
CAN BE IF ONE STOPS TO THINK ABOUT MODELS USED IN
ADVERTISING.  THE MODELS COULD BE TRAINED, UNTRAINED,
CELEBRITIES, SEDUCTIVE AND NON-DEDUCTIVE.  BUT OF ALL THE
MODELS USED. CELEBRITY MODELS SEEM TO BE THE MOST
EFFECTIVE IN ADVERTISING.
• WHITE HOOPER (1946) SEES CELEBRITY ENDORSEMENTS FROM
AFRICAN NATIONS AS FINDING EITHER AN AUTHORITY STAR
PERSONALITY, OR ENTERTAINER, WHO WILL ASSOCIATE
HIMSELF/HERSELF WITH YOUR PRODUCT, IN SOME POSITIVE 
FASHION, THAT WILL ENHANCE ITS   POPULARITY WITH THE
TELEVISION AUDIENCE”. 
• THE PURPOSE  OF A MODELING AGENCY IS TO AVAIL
ADVERTISERS/ADVERTISING AGENCIES IN NIGERIA OR
NEIGHBOURING NATIONS. THE SERVICES OF TRAINED AND
EXPERIENCED MODELS REQUIRED  FOR ADVERTISING OF GOODS
OR  SERVICES, SINCE MODELING SEEMS TO PLAY IMPORTANT
ROLES  IN THE ADVERTISING INDUSTRY, ESPECIALLY IN
ACCELERATING APPEAL FOR GOODS AND SERVICES AS WELL AS
IMPROVING SALES OF INFLUENCE MODELS NOW HAVE NO THE
AUDIENCE IN PROMOTING   OF  GOODS AND SERVICES .
• IN NIGERIA TODAY, USE OF MODELS IN ADVERTISING HAS BECOME
ONE OF THE SOPHISTICATED MARKETING STRATEGIES EMPLOYED
IN ADVERTISING OPERATIONS.  WATCHING THE TELEVISIONS, ONE
SEES  AND LISTEN TO AN INNUMERABLE NUMBER OF
ADVERTISEMENTS OF PRODUCTS AND SERVICES LIKE PEPS, COLA,
ELEPHANT BLUE DETERGENT, LUX TOILET SOAP, STAR LAGER BEER,
JIK BLEACH ETC. EACH OF THESE PRODUCTS WERE  ADVERTISED BY
MODELS, MOSTLY CELEBRITIES,  IT IS  IMPORTANT TO REMEMBER
THAT MODELING HAS NOW REACHED A HIGHLY COMPETITIVE
STAGE, AND HUGE EFFORTS AND FINANCE ARE BEING INVESTED
YEARLY BY THE INDUSTRY.  WHETHER THESE EFFORTS ARE
JUSTIFIABLE OR NOT DEPENDS ON THE EFFECTIVENESS AND THE
ETHICAL IMPLICATION OF MODELING.
• THE PROBLEM, HOWEVER, IS THAT IN NIGERIA  THERE S A  POVERTY OF
STUDIES ON THE EFFECTIVENESS AND ETHICAL DIMENSIONS OF MODELING 
IN ADVERTISING.  THIS STUDY IS GEARED TOWARDS   HELPING TO SOLVE THIS
PROBLEM IN THE NIGERIAN CONTEXT.
• 1. TO PROVIDE AN IN-DEPTH UNDERSTANDING OF MEANING OF MODELS
AND MODELING IN ADVERTISING
• 2. TO EXAMINE THE WAYS MODELS ARE BEING USED
• 3. TO FIND OUT PEOPLE THAT ARE REQUIRED TO BE MODELS
• 4.  TO FIND OUT WHETHER MODELS HAVE  ANY INFLUENCE ON PROSPECTIVE
BUYERS
• 5.  TO FIND OUT IF THE USE OF MODELS IN ADVERTING IS VERY EFFECTIVE
• 6. TO FIND OUT IF THE USE OF MODELS IS  CONSIDERED ETHICAL OR
UNETHICAL.

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