TITLE:
Advertising Professions and Territorial Attractiveness: Analysis of the Determinants of the Decisions of Agencies Location in Cameroonians Cities
AUTHORS:
Alain Assomo
KEYWORDS:
Attractiveness, Territory, Advertising Consulting Agency, City, Headquarters, Location
JOURNAL NAME:
Advances in Journalism and Communication,
Vol.10 No.2,
May
31,
2022
ABSTRACT: This work seeks to analyze the determinants of the
establishment of advertising consulting agencies in Cameroonian cities to the
detriment of others. The goal is to
understand why certain Cameroonian cities attract advertising consulting
agencies. The methodological approach consisted, in the identification of the
headquarters of these companies, in consulting the regulatory texts approving
the advertising professions, the websites and Facebook pages of various agencies
recognized by the National Council for Advertising and advertising posters of
companies founded abroad. We had to carry out an observation in order to
identify the cities-headquarters of the agencies approved in Cameroon by the
National Council of Advertising in 2021. The analysis consisted in grouping
together these agencies by headquarters city. As for the axis of
interpretation, it led to find the elements of attractiveness that include the
cities of Douala and Yaounde identified as major basins of location of these
agencies. Theoretically, the research is based on the sociology of professions
and the theory of the attractiveness of territories, in particular the approach of the New Geographical Economy of Paul
Krugman. The results show that there is a total of 56 advertising
consulting agencies, therefore 43 for the city of Douala alone, that is, 76.78%
and 07 in Yaounde, that is, 12.5%. This concentration of advertising consulting
agencies in these two cities is due to multiple reasons. Most of the agencies
founded by the nationals settle massively in Douala and Yaoundé in order to win
customer. In fact, the main advertisers have their headquarters in these
cities, as much for the multinational agencies, the establishment; mainly in
Douala is guided by the presence in this town of customers/companies acquired
by the parent companies internationally in order to support them in their
communication campaigns.