Advertising in Africa: A Bibliography

There are several different advertising and marketing strategies that exist throughout Africa. Similar to the United States, many businesses rely on the mass media in order to promote their goods and services, such as the radio, television commercials, and newspaper ads. However, these forms of advertising are not very effective in rural areas, which tend to be less developed. Outdoor advertising is a prevalent method of advertising throughout Africa, but especially vital in rural areas. African businesses must promote their goods or services in a manner that is most effective for that particular region. It is essential for us to recognize the economic diversity that exists in Africa, and not to assume the same marketing strategies are used throughout the entire continent. Following is a list of resources on Advertising in Africa.
  • Accra Mail Online. “Ghana: Law to control cigarette promotion.” <http://www.africaonline.com> 16 July 2002.
  • Advertising Age International Supplement. “Africa Emerges Out of Necessity.” Advertising Age International Supplement. June 1997: 117.
    Advertising Standards Association. “The Advertising Standards Authority of South Africa.” <http://www.asasa.org.za/> Copyright 2003.
  • Baker, Rod, ed. “TV Ads for South Africa.” <http://africa.iafrica.com/> 18 April 2001.
  • Bertelsen, Eve. "Ads and Amnesia: Black advertising in the new South Africa," in Nuttall, Sarah and Coetzee, Carli, Negotiating the Past: The Making of Memory in South Africa Oxford: Oxford University Press, 1998, pp. 221-241.
  • Bhagavan, Malur R., ed. Petroleum Marketing in Africa. New York: St. Martin’s Press, 1999.
  • Bourgault, Louise Manon. Mass Media in Sub-Saharan Africa. Bloomington, Indiana: Indiana University Press, 1995.Communication Arts. “Advertising and Design in the New South Africa.” <http://www.commarts.com/CA/feaint/soafrica/01_sa.html> Copyright 2003.
  • Country Commercial Guide. Washington, DC: U.S. Foreign Commercial Service and U.S. Department of State, 2000-2001.
  • Darley, William K. “Advertising in Sub-Saharan Africa.” Journal of African Business, Vol. 3(1). Binghamton, New York: International Business Press, 2000.
  • Direct Marketing Association of South Africa. “Regulation of Billboards and Advertising Signs in Gauteng.” <http://www.dma.org.za/reg/adhoc/outdoor-law.htm> 5 March 2002.
  • Dunn, Kevin C. and Timothy M. Shaw, eds. Africa’s Challenge to International Relations Theory. New York: Palgrave, 2001.
  • Fardon, Richard and Graham Furniss. African Broadcast Cultures: Radio in Tradition. West Port, Connecticut: Greenwood Publishing Group, 2000.
  • Gale Research Incorporated. Consumer South Africa. Chicago: Euromoniter, 1995.
  • George, T. “Nigerian Advertising in the 1980s.” Management in Nigeria. September 1981: 40-44.
  • Green, Nick. Communication in the Third World: Seizing advertising opportunities in the 1990s. Cape Town, South Africa: Tafelberg, Human & Rousseau Publishers, 1999.
  • Head, Sydney W. Broadcasting in Africa: A Continental Survey of Radio and Television.
    Philadelphia: Temple University Press, 1976.
  • Helleiner, Gerald K., ed. Non-Traditional Export Promotion In Africa. New York: Palgrave Global Publishing, 2002.
  • Hilliard. Robert L. L. and Michael C. Keith. Global Broadcasting Systems. Burlington, Massachusetts: Butterworth-Heinemann, 1995.
  • Holmes, Patricia A. Broadcasting in Sierra Leone. Lanham, Maryland: University Press of America, 1999.
  • Hopkins, Nicholas S., ed. and Kirsten Westergaard. Directions of Change in Rural Egypt. New York: American University in Cairo Press, 1998.
  • Kherallah, Mylene. Reforming Agricultural Markets in Africa. Washington, DC: IFPRI Publications, 2002.
  • Koekemoer, Ludi. Promotional Strategy: Marketing Communications in Practice. Cape Town, South Africa: Juta & Company, Limited, 1999.
  • Kormawa, Patrick Momoh-Nuwah. “Economic Potential for Production and Marketing of Soybeans in West Africa.” Rural Development in Africa, Asia, and Latin America, #53. New York: Lit Verlag, 1996.
  • Lascaris, R. “The New Third World.” The Campaign Report. 24 September 1983: 39-40.
  • Lascaris, Reg and Mike Lipkin. Revelling in the Wild: Business lessons out of Africa. Cape Town, South Africa: Tafelberg, Human & Rousseau Publishers, 1994.
  • Lovejoy, Paul E. From Third World to World Class. Cambridge, Massachusetts: Perseus Publishing, 1999.Maddison, Angus. Economic Progress and Policy in Developing Countries. New York: W. W. Norton & Company, 1970.
  • Maina, Ndirango. “How Ads Behave in Kenya.” <http://www.econsumerinsight.com/adbehav.htm> July 2000.
  • Maina, Ndirango. “Performance of TV Ads in Kenya.” <http://www.econsumerinsight.com/tvads.htm> October 2001.
  • Malumo, S. Introduction to Marketing in Africa. London: Macmillan Publishers, 1986.
  • Mgombelo, H. R. and Werner M. C. M. Telecommunication for Business in Africa. Burke, Virginia: IOS Press, 1997.
  • Moerdyk, Chris. “Ambushed by Advertising.” < http://www.sundaytimes.co.za> 28 April 2002.
  • Moss, Janice Ward. The History and Advancement of African Americans in the Advertising Industry: 1895-1999. New York: Edwin Mellon Press, 2003.
  • Nwankwo, Sonny and Joseph F. Aiyeku. Dynamics of Marketing in African Nations. West Port, Connecticut: Greenwood Publishing Group, 2002.
  • Olechowska, Elzbieta, ed. and Howard Aster. Challenges for International Broadcasting. Niagra Falls, New York: Mosaic Press, 1998.
  • Parker, Robin. “Online Advertising Market Growing in Africa.” <http://www.afrol.com> 14 May 2001.
  • Smith, Charlene. “Government Advised on Curbs to Alcohol Advertising.” <http://www.biz-community.com> 18 June 2002.
  • Steel, William F. and Jonathan W. Evans. “Industrialization in Sub-Saharan Africa: Strategies and Performance.” Industry & Finance, Vol. 6. Washington DC: World Bank Publications, 1985.
  • Thomson, Anne Margaret and Noelle Terpend. Promoting Private Sector Involvement in Agricultural Marketing in Africa. New York: FAO Publications, 1993.
  • Tomaselli, Ruth, Johan Muller, and Keyan G. Tomaselli, eds. Broadcasting in South Africa. New York: St. Martin’s Press, 1996.
  • Van der Laan, H. Laurens, Aad Van Tilburg, and Tjalling Dijkstra. Agricultural Marketing in Tropical Africa. Burlington, Vermont: Ashgate Publishing, Limited, 1999.
  • Watkins, Gwen. “Promoting Your Company.” <http://www.brain.org.za/MANAGING/promotion1.html> 30 September 2002.
  • Wedell, George G. Making Broadcasting Useful: The Development of Radio and Television in Africa in the 1980s. New York: St. Martin’s Press, 1988.
  • Whetham, Edith Holt. Agricultural Marketing in Africa. New York: Oxford University Press, 1972.
  • Woker, Tanya. Advertising Law in South Africa. Cape Town, South Africa: Juta & Company, Limited, 1999.
Catherine Cymone Fourshey and Jessica Johnson