TITLE:
A Look at the Phenomenon of Hybridization of the Professional Activities of Consulting Agencies and Advertising Sales Agencies in Cameroon
AUTHORS:
Alain Assomo, Arlette Ngouana Akoa
KEYWORDS:
Advertising Consulting Agency, Advertising Sales Agency, Professional Hybridization, Consulting Activities, Sales Activity
JOURNAL NAME:
Advances in Journalism and Communication,
Vol.10 No.2,
June
17,
2022
ABSTRACT: The central question
that structures this research is as follows: How does the phenomenon of hybridization of the activities of
actors in the advertising chain manifest itself in Cameroon,
particularly at the level of Consulting Agencies and Advertising Sales
Agencies? To find some answers, information was collected through direct
observation to see the activities of Ascèse consulting, B and C communication,
Média plus and Elfi Events. Documentary research was also carried out with a
view of compiling a corpus and open interviews conducted with officials from
Ascèse, Média plus and B and C communication. The analysis consisted of
describing the activities carried out by the actors in the field of communication, particularly in consulting agencies and
those carried out in management. In
particular, it was a question of highlighting the tasks carried out by
the Ascèse and B and C communication agencies on one hand and those carried out
by the Média Plus and Elfi Events advertising
agencies on the other. The interpretation of the data collected after
analysis was based on the axis of socio-professional hybridization. The results
showed that consulting agencies carry out
both consulting and governance activities. In the same vein, it has been
seen that advertising agencies deploy both in the field recognized for them and
in the field of expertise recognized for consulting agencies. This highlights
that the phenomenon of hybridization in the
advertising market in Cameroon is manifested by the fact that Consulting
Agencies carry out co advertising sales activities and advertising sales
agencies carry out Advertising Consulting Agency activities.