| 520 สาระสังเขป |
The neglect of cultural values and dictates of varied domestic consumers in global campaigns of global companies has remained an issue of research concerns. Several researches have affirmed that the consistent and perhaps deliberate oversight in the adoption of cultural elements in global commercials had altered consumers' perception of brands and have subsequently affected their patronage. One particular study had blamed this on the distorted image of Nigeria by foreign media, which make it difficult for the multinationals to understand the true society and culture of Nigeria, its people, emerging social and consumption trends and technologies. Such lack of knowledge has further discourage prospective foreign investors in designing appropriate communication strategy for successfully marketing and selling of their products/services in Nigeria through their failure to adapt to social preferences, reveal cultural values and reflect the era people live in (glocal strategy). The study adopted mixed method design and covered three selected South Western States in Nigeria. A sample of 1,040 subscribers were proportionately distributed amongst the selected states while two each of the advertisements of the selected telecom providers MTN, Airtel, Glo and 9Mobile were also content analyzed. The study showed that subscribers had positive attitudinaldisposition towards adoption of cultural elements in telecoms television advertisements(M = 4.04); and that glocal advertising had a significant influence on effectiveness oftelecommunications television advertisements (F(2, 777) =141.342, R2= 0.267, p<0.05). The study concluded that glocalized advertising enhance and improve subscribers'actual subscription to telecommunications services and recommended that telecoms companies should move to improve subscribers' perception of their glocal advertising strategies for improved subscription. |