Sub-Saharan Africa’s prospects improved in 2017 as global financial conditions were more favourable, commodity prices rallied and inflation slowed helping revitalize demand. While conditions will remain tough, balancing the now and the next will lead to bigger gains. The 6th Nielsen AFRICA PROSPECTS REPORT highlights shifting country priorities and sources of growth, with multi-dimensional, comparative, integrated indicators.
Three factors form the foundation of a successful ad campaign: Reach, resonance and reaction. Reach the right audience, and ensure your advertising resonates positively so you can generate the desired reaction. Simple–right? Wrong.