Advertisement in the Economic Community of West African States (ECOWAS): Learning from the Telecomunications Industry

1. Performed By;
Siah-Armah Edmund
Supervised By;
Professor Mag. Dr. Alexander Schwarz-Musch
Dr. in Eithne Knappitsch
1
Master Thesis Defense
“ADVERTISEMENT IN THE ECONOMIC COMMUNITY
OF WEST AFRICAN STATES (ECOWAS)”
LEARNING FROM THE TELECOMUNICATIONS INDUSTRY

2. 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. 3
CHAPTER 1:
INTRODUCTION
BACKGROUND
PROBLEM
DEFINITION AND
PURPOSE OF
RESEARCH
RESEARCH
QUESTION AND
SUB QUESTIONS
STRUCTURE OF
THE RESEARCH
Conflicts
Advertiser's
Company Policy &
Strategy
Advertisement
Consumers/General
Public
Government

4. 4
CHAPTER 1:
INTRODUCTION
BACKGROUND
PROBLEM
DEFINITION AND
PURPOSE OF
RESEARCH
RESEARCH
QUESTION AND
SUB QUESTIONS
STRUCTURE OF
THE 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. 5
CHAPTER 1:
INTRODUCTION
BACKGROUND
PROBLEM
DEFINITION AND
PURPOSE OF
RESEARCH
RESEARCH
QUESTION AND
SUB QUESTIONS
STRUCTURE OF
THE RESEARCH
 Identify required ad components
 Identify communication process
 Propose a generalized advertisement
guideline for making ads
Purpose of Research

6. 6
CHAPTER 1:
INTRODUCTION
BACKGROUND
PROBLEM
DEFINITION AND
PURPOSE OF
RESEARCH
RESEARCH
QUESTION AND
SUB QUESTIONS
STRUCTURE OF
THE 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. 7
CHAPTER 1:
INTRODUCTION
BACKGROUND
PROBLEM
DEFINITION AND
PURPOSE OF
RESEARCH
RESEARCH
QUESTION AND
SUB QUESTIONS
STRUCTURE OF
THE RESEARCH

8. 8
CHAPTER 2:
THEORETICAL
PART
THE ECOWAS
REGION
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. 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
OWNERSHIP
COUNTRY
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. 10
CHAPTER 3:
EMPIRICAL PART
TELECOMMUNICATIONS
IN THE SUB RERION
METHODOLOGY
RESULTS OF RESEARCH
DISCUSSION OF RESULTS
 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. 11
CHAPTER 3:
EMPIRICAL PART
TELECOMMUNICATIONS
IN THE SUB RERION
METHODOLOGY
RESULTS OF RESEARCH
DISCUSSION OF RESULTS
Reproduced from Elo & Kynga, 2008, p.110.
Inductive Content Analysis

12. 12
CHAPTER 3:
EMPIRICAL PART
TELECOMMUNICATIONS
IN THE SUB RERION
METHODOLOGY
RESULTS OF RESEARCH
DISCUSSION OF RESULTS
Preparation Phase
 Research topic
 Objectives
 Scope
 Choice of approach (Inductive)
 Sampling
 Drawing up of coding guideline

13. 13
CHAPTER 3:
EMPIRICAL PART
TELECOMMUNICATIONS
IN THE SUB RERION
METHODOLOGY
RESULTS OF RESEARCH
DISCUSSION OF RESULTS
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

14.  Analysis to dissociate events of a narrative (story and
disclosure)
 Code samples
 Examine samples
14
CHAPTER 3:
EMPIRICAL PART
TELECOMMUNICATIONS
IN THE SUB RERION
METHODOLOGY
RESULTS OF RESEARCH
DISCUSSION OF RESULTS
Linguistic Analysis (Narratology) / Cognitive Narratology
Semiotics / Science of Significance

15. 15
CHAPTER 3:
EMPIRICAL PART
TELECOMMUNICATIONS
IN THE SUB RERION
METHODOLOGY
RESULTS OF RESEARCH
DISCUSSION OF RESULTS
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. 16
Coding Units and Guidelines
MAIN
CATEGORIES
GENERIC
CATEGORY
SUB-CATEGORY MAIN CATEGORIES GENERIC CATEGORY SUB-CATEGORY
COMPANY
This 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 / SERVICE
Whether 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 / COLORS
National 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.
ACTIONS
This 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 WORDS
The 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
WORDS
Uncommon words that are repeated freguently or accented in the voice over parts of the ad.
MUSIC
Reference 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 SLOGANS
Outstanding 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 AUDIENCE
This 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.
LENGTH
The 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
OFTHE 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 SPOT
SOUNDS
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 OFTV
SPOT
Written and drawn
elements such as texts,
logos and drawings are
analyzed.
KEYWORDS / PHRASES

17. 17
CHAPTER 3:
EMPIRICAL PART
TELECOMMUNICATIONS
IN THE SUB RERION
METHODOLOGY
RESULTS OF RESEARCH
DISCUSSION OF RESULTS
Reliability and Validity
Reliability 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. 18
CHAPTER 3:
EMPIRICAL PART
TELECOMMUNICATIONS
IN THE SUB RERION
METHODOLOGY
RESULTS OF RESEARCH
DISCUSSION OF RESULTS
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
CENTRALIMAGECULTURALELEMENTS
TEXT/DRAWN
ELEMENTSOFTV
KEYWORDS/
PHRASES
AUDIOELEMENTSOFTVSPOT
SOUNDS
OTHERELEMENTS
FEATURES
TECHN
ICAL
PARAMETERS
VIDEOELEMENTSOFTVSPOT

19. 19
CHAPTER 3:
EMPIRICAL PART
TELECOMMUNICATIONS
IN THE SUB RERION
METHODOLOGY
RESULTS OF RESEARCH
DISCUSSION OF RESULTS
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

TEXT/DRAWN
ELEMENTSOFTV
SPOT
KEYWORDS/
PHRASES
AUDIOELEMENTSOFTV
SPOT
SOUNDS
OTHERELEMENTS
FEATURE
S
TECHNIC
AL
PARAMETERS
VIDEOELEMENTSOFTVSPOT
CENTRALIMAGECULTURALELEMENTS
GLO

20. 20
CHAPTER 3:
EMPIRICAL PART
TELECOMMUNICATIONS
IN THE SUB RERION
METHODOLOGY
RESULTS OF RESEARCH
DISCUSSION OF RESULTS
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
LIWC Dimension
Your
Data
Personal
Texts
Formal
Texts
Self-references (I,
me, my)
4.35 11.4 4.2
Social words 6.52 9.5 8
Positive emotions 0 2.7 2.6
Negative
emotions
0 2.6 1.6
Overall cognitive
words
1.09 7.8 5.4
Articles (a, an,
the)
5.43 5 7.2
Big words (> 6
letters)
14.13 13.1 19.6
Word Count 92
TRANSLATED TRANSCRIPT OF GLO GHANA AD
LIWC Dimension
Your
Data
Personal
Texts
Formal
Texts
Self-references (I,
me, my)
18.32 11.4 4.2
Social words 29.77 9.5 8
Positive emotions 11.45 2.7 2.6
Negative emotions 0 2.6 1.6
Overall cognitive
words
0.76 7.8 5.4
Articles (a, an, the) 0.76 5 7.2
Big words (> 6
letters)
24.43 13.1 19.6
Word Count 131
TRANSLATED TRANSCRIPT OF GLO NIGERIA AD
LIWC Dimension
Your
Data
Personal
Texts
Formal
Texts
Self-references
(I, me, my)
4.55 11.4 4.2
Social words 14.39 9.5 8
Positive
emotions
1.52 2.7 2.6
Negative
emotions
0 2.6 1.6
Overall cognitive
words
3.79 7.8 5.4
Articles (a, an,
the)
6.06 5 7.2
Big words (> 6
letters)
11.36 13.1 19.6
Word Count 132
LIWC Analysis

21. 21
CHAPTER 3:
EMPIRICAL PART
TELECOMMUNICATIONS
IN THE SUB RERION
METHODOLOGY
RESULTS OF RESEARCH
DISCUSSION OF RESULTS
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. 22
CHAPTER 3:
EMPIRICAL PART
TELECOMMUNICATIONS
IN THE SUB RERION
METHODOLOGY
RESULTS OF RESEARCH
DISCUSSION OF RESULTS
 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. 23
CHAPTER 3:
EMPIRICAL PART
TELECOMMUNICATIONS
IN THE SUB RERION
METHODOLOGY
RESULTS OF RESEARCH
DISCUSSION OF RESULTS
 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. 24
CHAPTER 3:
EMPIRICAL PART
TELECOMMUNICATIONS
IN THE SUB RERION
METHODOLOGY
RESULTS OF RESEARCH
DISCUSSION OF RESULTS
 Which factors affect adaptation and standardization
of ads?
 Culture
i. Cultural dimensions
ii. Visible and invisible aspects
iii. Verbal and non-verbal aspect
iv. High and low context

25. 25
CHAPTER 3:
EMPIRICAL PART
TELECOMMUNICATIONS
IN THE SUB RERION
METHODOLOGY
RESULTS OF RESEARCH
DISCUSSION OF RESULTS
MAIN CATEGORY VIDEO ELEMENTS OF TV SPOT
TEXT / DRAWN
ELEMENTS OF TV
SPOT
AUDIO ELEMENTS OF TV
SPOT
OTHER ELEMENTS
GENERIC CATEGORY CENTRAL IMAGE CULTURAL ELEMENTS
KEYWORDS /
PHRASES
SOUNDS FEATURES
TECHNICA
L
SUB-CATEGORY
COMPANY
PRODUCT/
SERVICE
CAST
AGE/GENDEROF
MAINCHARACTER
(S)
SETTING(ACTIVITY
/PLACE)
NATIONAL
SYMPBOLS/
COLORS
LANGUAGE(S)
ACTIONS
SLOGAN/
CAPTION
HIGHESTCOUNT
WORDS
NOTABLEPHRASES
HIGHLIGHTED/
STRESSEDWORDS
MUSIC
VOICES
SPOKENSLOGANS
OTHERS
TARGETAUDIENCE
APPEALS
LENGTH
NUMBEROF
SCENES
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 ADAPTED
STANDADIZ
ED
ADAPTED
GENERIC CATEGORY ADAPTED ADAPTED ADAPTED BALANCED
MAIN CATEGORY ADAPTED ADAPTED ADAPTED BALANCED
 What elements of an ad should be adapted or standardized?

26. 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

27. Standardization
Adaptation
INVISIBLE
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.
AgeRangeOfCelebritiesUsedIn
Ads
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 Data
Personal
Texts
Formal
Texts
Self-references (I, me,
my)
7.325 11.4 4.2
Social words 15.795 9.5 8
Positive emotions 4.545 2.7 2.6
Negative emotions 0 2.6 1.6
Overall cognitive words 2.7125 7.8 5.4
Articles (a, an, the) 3.5825 5 7.2
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
Social words 15.795 9.5 8
Positive emotions 4.545 2.7 2.6
Negative emotions 0 2.6 1.6
Overall cognitive words 2.7125 7.8 5.4
Articles (a, an, the) 3.5825 5 7.2
Big words (> 6 letters) 16.385 13.1 19.6
Word Count 112.75
27

28. 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. 29
CHAPTER 5:
CONCLUSION
AND OUTLOOK
SUMMARY
LIMITATIONS
IMPLICATIONS FOR
FUTURE RESEARCH
 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. 30
CHAPTER 5:
CONCLUSION
AND OUTLOOK
SUMMARY
LIMITATIONS
IMPLICATIONS FOR
FUTURE RESEARCH
 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. 31
Master Thesis Defense
T h e E n d
For details and references, refer to the corresponding chapters of the thesis.