An ambassador is a diplomat who lies (excuse the pun) abroad. If the pun reminds you of a brand ambassador then both – the advertiser and the brand ambassador must seriously consider your thought which could be the market perception therein, because however clever the communication, ethical brand advertising doesn’t permit lying about the aspects of a brand to induce its sales.
Ghana silences the world with the jab, the cross, the hook and the uppercut in the global advertising arena. In November this year, Mr. Joel Nettey (a Ghanaian), became the newly elected Chairman and World President of the International Advertising Association. The fact that Mr. Nettey leads the 82 year old association as the first African certainly adds another feather in the cap of Africa and Ghana in particular.
In Ghana the new phenomenon of advertising began in the 1920s which later unfurled into new elite at the time of independence. Interestingly, advertising by means of magic was widely used in the past by indigenous sellers and “juju-men” (itinerant herbalists from North Nigeria and Mali who migrated annually to Ghana, to trade in medicines prepared from roots, leaves and powders).
Coming to modern-day advertising, mobile advertising spends worldwide are expected to surpass $ 240 billion by 2022. Global Internet advertising spends are expected to grow to about $ 137 billion. With Internet advertising revenue in Ghana expected to touch $ 29 million by 2023, Ghanaians would never be left in the lurch on the information superhighway to buy their choicest brands at the touch of their fingers. Digital advertising is growing by leaps and bounds and has virtually overshadowed other media, especially the print media for reasons obvious to our current lifestyles. Findings have revealed that more scientific process and principles than hand art are applied in the chain of outdoor signs in Ghana. There is a need to build comprehensive knowledge and skills in the scientific and engineering aspects of construction and installation of outdoor signs.
Advertising (like filmdom) is an industry where behind-the-stage efforts scarcely receive the honour they deserve and this certainly calls for attention to build encouragement.