The dark side of multi-platform advertising in an emerging economy context

Yeboah-Banin, A.A.; Amoakohene, M.I.

The dark side of multi-platform advertising in an emerging economy context

Date

2018-01

Authors

Yeboah-Banin, A.A.

Amoakohene, M.I.

Publisher

Multi-Platform Advertising Strategies in the Global Marketplace

Abstract

Consumers' complex media consumption habits mean that advertising must, of necessity, be multi-platform to boost reach and engagement levels. Several benefits of multi-platform advertising have been highlighted in the literature. However, it is unclear whether there are any inherent challenges. Particularly in developing African economies such as Ghana where firms face resource constraints, advertisers cannot afford to miss the mark with the advertising spend. As such, practitioners must carefully off-set any dangers of multi-platform advertising. Given the subject's absence in the literature, there is little scholarly guideline with which to do this. This chapter contributes insights into the issue by asking the questions: (1) are there negative consequences to multi-platform advertising and (2) how may practitioners counter such? Then, using Ghana as empirical setting and exploratory interviews as primary method, the chapter engages the experiences of advertisers, advertising practitioners and audiences to gain a holistic view of the challenges of multi-platform advertising.

Citation

Yeboah-Banin, A.A. & Amoakohene, M.I. (2018). The dark-side of multi-platform advertising in an emerging economy context. In C.K.Yang (Ed). Multi-Platform Advertising Strategies in the Global Marketplace, Pennsylvania, IGI Global, 30