African Journal of Marketing Management
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Article Number - 97E6E0658720


Vol.8(2), pp. 12-19 , April 2016
DOI: 10.5897/AJMM2015.0459
ISSN: 2141-2421



Full Length Research Paper

Evaluating the use of internet as a medium for marketing and advertising messages in Nigeria



Olanrewaju Olugbenga Akinola*
  • Olanrewaju Olugbenga Akinola*
  • Olabisi Onabanjo University, Ago-Iwoye, Ogun State, Nigeria.
  • Google Scholar
Deborah Olukemi Okunade
  • Deborah Olukemi Okunade
  • Olabisi Onabanjo University, Ago-Iwoye, Ogun State, Nigeria.
  • Google Scholar







 Received: 19 April 2015  Accepted: 26 April 2015  Published: 30 April 2016

Copyright © 2016 Author(s) retain the copyright of this article.
This article is published under the terms of the Creative Commons Attribution License 4.0


Nigeria’s active internet subscriptions (GSM), as at February, 2015 stand at 83,209,380 (NCC, 2015). The Internet is the modern marketers’ choice. Despite its great potentials, it is still largely under-utilized in Nigeria. This study surveyed the popularity and acceptance of the Internet as a medium for communicating marketing and advertising messages; the category of people who seek advertising and marketing messages online, the extent of their internet usage and possible challenges associated with the use of the Internet as a medium of marketing and advertising in Nigeria. Findings revealed that young people between the ages of 18 to 45 years form the substantial majority of internet users in Nigeria. Although, majority of the respondents claim to be aware of the availability of marketing and advertising messages online, only 4%, majorly working class between the ages of 32 to 45 claim they use the Internet basically to seek advertising and marketing messages. Others obviously use the Internet more for social networking than seeking advertising and marketing messages.

Key words: Internet, Marketing, Advertising, Medium, Information and Communication Technology (ICT), Promotions, Marketing Mix, Marketing Strategy, Nigeria.       

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APA Akinola, O. O. & Okunade, D. O. (2016). Evaluating the use of internet as a medium for marketing and advertising messages in Nigeria. African Journal of Marketing Management, 8(2), 12-19.
Chicago Olanrewaju Olugbenga Akinola and Deborah Olukemi Okunade . "Evaluating the use of internet as a medium for marketing and advertising messages in Nigeria." African Journal of Marketing Management 8, no. 2 (2016): 12-19.
MLA Olanrewaju Olugbenga Akinola and Deborah Olukemi Okunade . "Evaluating the use of internet as a medium for marketing and advertising messages in Nigeria." African Journal of Marketing Management 8.2 (2016): 12-19.
   
DOI 10.5897/AJMM2015.0459
URL http://academicjournals.org/journal/AJMM/article-abstract/97E6E0658720

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