Look beyond the obvious: The blueprint for media strategies in Africa

This report looks at media strategies in Sub-Saharan Africa as digital connectivity increases opportunities for marketers.
Using survey data Nielsen identifies seven consumer segments and classifies countries into three groups - Savvy, Selective and Simple. It is found that 'word of mouth' recommendations from family/friends are most important for purchasing decisions in these markets. However, the correct advertising strategy can start the buzz that leads to personal recommendations, or utilise the trusted celebrities to promote their brand. Marketers should adapt to the different countries to create personal connections between consumers and brands....

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