Advertising Media Development Trends in Fifty-One African Countries

Lalita A. Manrai and Ajay K. Manrai
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Lalita A. Manrai: University of Delaware
Ajay K. Manrai: University of Delaware

Journal of African Development, 1992, vol. 1, issue 2, 95-122

Abstract: This paper reports the results of an extensive research study investigating the advertising media development trends for 15 print and broadcast media variables in 51 African countries for the 25-year period 1964-1988. Trend analysis was carried out for 5 geographical regions, 3 population size groups and 3 GNP/capita groups. The results support the propositions that both types of advertising media (i.e., print and broadcast) are developing fastest in Northern Region, and in countries with large population. The analysis based on GNP/capita supports the proposition that countries with high GNP/capital show a faster rate of growth in broadcast media whereas the countries with low GNP/capital show a faster rate of growth in print media.

Date: 1992
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