Communications Agency Research Articles

Morning Star BrandCom: combating Covid-19 vaccine hesitancy

Learning outcomes This case is intended to help students of business communication and public relations to trace the effects of communication by public figures and understand essential elements of designing effective communication. After working through the case and assignment questions, the students will be able to:understand the drivers of vaccine hesitancy;analyze the effects of mass communication on public sentiment, in a fast-changing public health situation; anddesign interventions to influence public awareness and action, using a simple model (5W) for mass communication. Case overview/synopsis As the vaccines first arrived after the devastating first wave of the Covid-19 pandemic, Indians hesitated to take the shot. Vaccine hesitancy, a worldwide phenomenon, hampered the uptake of the first Covid vaccines despite the dark clouds of the lethal disease. The case looks at the massive problem of vaccine hesitancy and how an integrated communication strategy could overcome and mitigate the challenge. The case protagonist, the leader of a communications agency, looks at the messaging, medium and platforms needed for strategic communication pitch to combat this vaccine hesitancy. Complexity academic level The case was designed for use in a graduate-level course in business communication. This case may be positioned toward the middle or end of the course to illustrate mass communication strategy for pressing and sensitive challenges. The case may also be used in a course on public relations, both at graduate and undergraduate levels. Supplementary materials Teaching notes are available for educators only. Subject code CSS 8: Marketing.

A Practical Framework for Academics to Implement Public Engagement Interventions and Measure Their Impact.

Academic institutions have shown an increased interest in the so-called third mission to offer an impactful contribution to society. Indeed, public engagement programs ensure knowledge transfer and help to inspire positive public discourse. We aimed to propose a comprehensive framework for academic institutions planning to implement a public engagement intervention and to suggest potential indicators to measure its impact. To inform the framework development, we searched the literature on public engagement, the third mission, and design theory in electronic databases and additional sources (e.g., academic recommendations) and partnered with a communication agency offering non-academic advice. In line with this framework, we designed a public engagement intervention to foster scientific literacy in Italian youth, actively involving them in the development of the intervention. Our framework is composed of four phases (planning/design, implementation, immediate impact assessment, and medium- and long-term assessment). Impact indicators were subdivided into outcome variables that were immediately describable (e.g., changed understanding and awareness of the target population) and measurable only in the medium or long run (e.g., adoption of the intervention by other institutions). The framework is expected to maximize the impact of public engagement interventions and ultimately lead to better reciprocal listening and mutual understanding between academia and the public.

Zimbabwean communication agencies

Researchers from various countries have studied the practices of communication industriesworldwide. Despite this nexus of study, relatively little research has been done on the practiceof communication in Zimbabwe. In order to contribute to the understanding of the state of thecommunication industry on the African continent, this study reports on the results of a surveyof 50 Zimbabwean communication agencies. This article is different from other studies on thecommunication industry because it focuses at an institutional level across the agencies, ratherthan at the level of individual practitioners. The findings focus on four main topics, namelypractitioner profile, agency profile, prevailing professional practices and practitioners’ views onfuture industry trends. The research indicates that the Zimbabwean communication industry isvibrant despite the economic and political challenges facing the country. Owing to economicchallenges and stiff competition, most agencies are multipurpose in nature and provide a widevariety of communication and creative services to their clients. The agencies provide servicessuch as advertising, graphic design, branding, website development, event management, videoproduction, online marketing, media relations, mobile app development, and even animation.There is a growing trend to use digital platforms of communication, yet radio and print (magazinesand newspapers) remain essential communication channels. Among social media platforms,Twitter, Facebook and YouTube are the most used by practitioners in Zimbabwe, while onlineaudio-podcasts, blogging sites, crowdsourcing and Linked-in are less popular. Practical issues areaddressed regarding information about how agencies have adapted (or can adapt) to the new waysof strategic practice with clients in order to keep up with the changing Zimbabwean market. Thisresearch also provides valuable insights into the communication industry as a whole. It explorespossible opportunities and threats for communication practitioners presented by economic andpolitical environment issues and suggests directions for further research in this area.

Plain old Bess in a different dress? Disruptions of public relations in the digital age

This paper focuses on the disruptions in the digital age through the lens of public relations experts from the private sector. In order to understand whether the PR profession is undergoing a major or just a minor change, this study focuses on expert attitudes toward the disruptions and the perceived change of their identity, strategy, and structure of PR. The analysis of semi-structured in-depth interviews yielded six themes: changes that are shaping the industry, changes in organizational identity, occupational definitions and roles, structural aspects, the difference between PR communication strategy and digital PR-strategy, new methods, tools, and measurement models and finally predictions for the future. Three main conclusions arise from these themes: PR agency self-identity is in a process of change from media-relations to strategic consultants; the main source of the change is perceived as media disruption rather than digital disruption (although they are interrelated); and the future in PR is predicted as the all-in-one marketing communications agency, which might develop into a new, hybrid, profession.

IMPLEMENTASI E-GOVERNMENT DALAM PEMERINTAHAN KECAMATAN SEDAYU “SEDAYU SMART DISTRIC”

The research have a purpose to analyze the implementation of e-government policies in Sedayu District government in the concept of "Sedayu Smart District". The study used a qualitative descriptive method by intering various government stakeholders in Sedayu District and the Communication and Information Agency of Bantul Regency. The research was also carried out by searching primary documents in the form of Sedayu sub-district government documents, and secondary documents in the form of news in various media. The study found that the implementation of Sedayu Smart District in the concept of "Jagoriko" was poorly planned, lacked coordination, lacked monitoring and evaluation. Implementation of policies is less institutionalized and dependent on the leadership so that it is less sustainable. The lack of policy implementation has led to the grand design of Bantul Smart City which refers to the 6 pillars of the target of e-government development in local government. Improvements need to be made in planning, coordinating, implementing, monitoring and evaluating Sedayu Smart District policies in order to remain sustainable. The concept of e-government in the administration of sub-district government in Bantul Regency is an innovation of each regional government organization

Digitalization in corporate communications: understanding the emergence and consequences of CommTech and digital infrastructure

PurposeThis article studies the digitalization of corporate communications and the emergence of communication technology (CommTech). The authors show communicators' expectations regarding digitalization, gauge the current level of digitalization across communication departments and agencies and examine the effectiveness of strategic approaches to manage digitalization.Design/methodology/approachThe authors conceptualize the phenomenon of CommTech and propose a framework for studying CommTech's emergence and consequences by combining (1) recent theorizing on digitalization in corporate communications, (2) the concept of digital maturity from information systems research and (3) a socio-technical approach to analyze the development of work systems. The authors apply this framework in a quantitative study (n = 2,664) among communication practitioners from 46 countries.FindingsWhile digitalization of both communication activities and the underlying support infrastructure is seen as critically important among communicators, a large fraction of communication departments and agencies are still assessed as digitally immature. Further, data reveal the relevance of different (technology, tasks, structure and people) dimensions of digitalization strategies and the influence of such strategies on the digital maturity of communications.Practical implicationsThe framework and empirical instruments developed in this study help practitioners to uncover and evaluate the level of digital maturity of communication departments and agencies. This allows to identify current challenges and future opportunities for improvement.Originality/valueThe authors propose a concise definition for the much-debated concept of CommTech and develop a new theoretical framework for understanding CommTech's emergence and consequences in the profession. This empirical work constitutes the first large-scale study on the digital maturity of communication departments and agencies.

The Beefcake and the Beast: Professionalization, Mediatization, and the Representations of Masculinity in French Rugby

ABSTRACT The purpose of this article is to examine the influence of professionalization and mediatization of rugby on the representations of masculinity in this sport over the last quarter century. Data used for both statistical analysis (using chi-square tests of independence and Multiple Correspondence Analysis) and qualitative content analysis were collected in France through a corpus of 799 rugby-related advertisements mainly dating from 1987 to 2015. The authors demonstrate that, alongside the hegemonic masculinity produced by the socialization of rugby players until the 1980s (the “Beast”), the marketization of elite rugby that began in the 1990s has led to the emergence of an alternative figure of masculinity that values aesthetics over physical strength (the “Beefcake”). The authors theorize this hybridization as a way for rugby players, who follow the lead of advertisers and communications agencies, to distance themselves from the increasingly stigmatized figure of masculinity embodied by their sport in order to entice new audiences. Simultaneously, while allowing them to seize the financial manna of advertising, this rebranding reveals the plasticity of the hegemonic masculinity conveyed by rugby, which is able to regenerate itself by evolving with the times. Based on this case, the authors then discuss the dialectic relationship between the hegemonic model and hybrid masculinities in both a synchronic and a diachronic perspective.

Las agencias de comunicación ante las nuevas redes sociales. ¿Early adopters o incorporación tardía?

Social media are already part of the communicative routines of most organizations, including communication agencies. Nevertheless, given their duty to serve other companies, these agencies should have an advanced understanding of these platforms, not only in their most profound sense but also in a time-advanced one. In other words, agencies should test emerging social media with the aim of knowing them in-depth and determining whether they serve their communicative purpose. It should be noticed that investment in digital advertising and actions with influencers are greater and greater. Besides, they are platforms that not necessarily remain unalterable, but some of them achieve their life cycle, even disappearing. On this matter, it is necessary to check if agencies really are working on the most recent social networks or only on those which are already consolidated. For such a research, the quantitative method, based on the content analysis, was adopted within a descriptive study. It was used on a sample of the ten communication agencies with the highest billing which operate in Spain. As secondary research objectives, it was considered to analyze the use that agencies do of social media which they are present in, to determine the existence of online content strategies, as well as to value the interaction level of these companies on online channels. The results show that most of analyzed agencies offer web 2.0-related services, such as digital strategy, online content management, monitoring and influencers relations. Social media talking, except for a few cases, communication agencies prefer to maintain a presence on the most consolidated social networks (Twitter, Facebook, Instagram, LinkedIn and YouTube). Furthermore, those are the ones that usually have links on their websites. This does not mean that agencies do not use the more recent applications, but that, mostly, they do not do this for their benefit as a brand. Otherwise they keep them in the background. In fact, some agencies use current platforms, such as Twitch or TikTok, publishing suitable content to their characteristics, which means that agencies know their possibilities, although their use is not still usual among them. Among the commonly used social networks, the activity of these agencies remains along the lines of what has already been concluded in previous academic papers: the purpose of information dissemination prevails with a self-promoting role. Communication agencies keep their social profiles updated and, during the month of research, they constantly published content, especially, information about themselves or about the communication sector, followed by news of common interest, clients news and projects carried out. Finally, although they published content frequently, the interaction with other users is low and, when it happens, it usually has, as mentioned, a self-promoting intention. In conclusion, communication agencies, as other kinds of organizations, are used to introduce social media work in their routines. However, it cannot be said that they are early adopters, at least to self-use. Probably, public relations professionals are researching and going deep in these new platforms, but in a private way, so agencies cannot, or prefer not to show their know-how by doing it.

How can organizational communication impact society? Reflections from the communication practice in Portuguese communication agencies

This investigation aims to reflect on the impact generated by organizational communication in society, considering its capacity to interfere in the public sphere construction. For this, theoretical research was made addressing the communicative constitution of organizations and their relationship with society. Furthermore, in-depth interviews were conducted with Portuguese communication agencies for verifying perceptions about the communication impact in society. In the results, it was identified that to evidence this impact, it is necessary to discuss the communication organizational power in the interactional context and the discourse influence in individuals' perceptions and behaviors formation. This work was supported by Capes [grant numbers: 88881.362250/2019-01 from Program PDSE] and developed at University of Minho (Braga, Portugal).

INFORMATION TECHNOLOGY DEVELOPMENT (WEBSITE) IN SUPPORTING GOVERNMENT COMMUNICATION IN DEPOK CITY, WEST JAVA PROVINCE

The focus of this research is the development of information technology in supporting government communication in the city of Depok, West Java Province, more specifically regarding the website of the Government of Depok City, West Java Province.
 There have been several researches on the websites of regional governments, including; 1. Evaluation of E-Government Implementation on Local Government Websites in Indonesia: Content and Management Perspective by Edwin Arief Sosiawan Fisip UPN Yogyakarta in 2008, 2. Quality Evaluation of Local Government Websites Using the Webqual Method (Case Study in Ogan Ilir District) by Candra Irawan UGM Faculty of Engineering Thesis in 2011, 3. Website Representation of Lampung Provincial Government as a Communication and Public Service Media in the Framework of E-Government By Arlyandi Satya Djauhari Fisip Unila in 2016, and 4. Website usability level on the Banten Province Public Relations Bureau website by M. Ervin Kurniawan Fisip Untirta Banten in 2016, which distinguishes this research when compared to the above research are: 1. This research focuses on the development of information technology in this case the website for public services at the City level, Depok City, 2. This research uses the Alvaro Rocha study (2014) published in the Emerlad Journal which is Scopus indexed, the Rocha (2014) study entitled "Framework for a global quality evaluation of a website".
 The method in this research is qualitative, in qualitative research with an inductive approach it is easier for researchers to take pictures and describe the facts in the field, then the findings in the field are dissected with various theories that have been prepared. The results of this research are; The Depok City Government has used the website to communicate and provide services to the public, but the website needs some improvements, among others; 1. The renewal of information on the website needs to be improved, 2. Community complaints need to be answered immediately, 3. Depok City Communication and Information Agency needs to be given more authority to gather information spread across several agency 4. Website maintenance needs to be considered because there are several pages that cannot be opened.
 
 Keywords: Public Service, Communication, Website, Information Technology.

Generating Plain Language Summaries of Scientific Publications with Ethical Foundations: A Practical “How-To” Guide Cocreated with Patients

Peer-reviewed scientific publications are written by scientists with peers in mind. However, there is a growing demand of patients and other nonspecialists to understand the potential implications of clinical and medical research. Research summaries of scientific articles in easy-to-read language—called plain language summaries (PLS)—are currently being developed to broaden the reach of scientific articles beyond expert audiences. While PLS can help nonexperts to understand and be informed about scientific articles, there is a risk that PLS contribute to publication bias and hence misinformation of patients and the public and thus achieve the opposite of their intention. Potential issues are an unbalanced selection of the scientific source articles for which a PLS is initiated, lack of alignment of the data presented in the PLS and in the source article, unbalanced reporting of efficacy and safety data, absence of reporting the primary endpoint, or over- or underreporting of secondary endpoint results. To objectively inform patients and to become a trustworthy source of information, the writing of PLS needs to be firmly embedded in a set of ethical principles. To safeguard balanced and fair PLS writing, the cocreated “How To” Guide on PLS writing developed by the Patient Focused Medicines Development initiative comprises a set of 15 ethical considerations. These include the necessity for objective reporting, the need for balanced presentation, the importance of audience focus, the need to apply health literacy principles, and the importance of using inclusive and respectful language. The “How-To” Guide was developed in a stepwise process with several rounds of cocreation, public consultation (two rounds), internal review, and a final external review. The iterative development process ensured input from a wide variety of stakeholders (patient representatives, industry members, publishers, researchers, medical communications agencies, and public officials involved in research bodies). The final “How-To” Guide is a standalone, practical, ready-to-use tool to support multistakeholder cocreation of PLS.

A practical ‘How-To’ Guide to plain language summaries (PLS) of peer-reviewed scientific publications: results of a multi-stakeholder initiative utilizing co-creation methodology

BackgroundPeer-reviewed scientific publications and congress abstracts are typically written by scientists for specialist audiences; however, patients and other non-specialists are understandably interested in the potential implications of research and what they may mean for them. Plain language summaries (PLS)—summaries of scientific articles in easy-to-read language—are emerging as a valuable addition to traditional scientific publications. Co-creation of PLS with the intended audience is key to ensuring a successful outcome, but practical guidance on how to achieve this has been lacking.MethodsBuilding on the Patient Engagement (PE) Quality Guidance previously developed by Patient Focused Medicines Development (PFMD), a multi-stakeholder working group (WG) of individuals with patient engagement experience and/or expertise in PLS was established to develop further activity-specific guidance. PLS guidance was developed through a stepwise approach that included several rounds of co-creation, public consultation (two rounds), internal review and a final external review. The iterative development process incorporated input from a wide variety of stakeholders (patient representatives, industry members, publishers, researchers, medical communications agencies, and public officials involved in research bodies). Feedback from each step was consolidated by the WG and used for refining the draft guidance. The final draft was then validated through external consultation.ResultsThe WG comprised 14 stakeholders with relevant experience in PE and/or PLS. The WG developed a set of 15 ethical principles for PLS development. These include the necessity for objective reporting and the absence of any promotional intent, the need for balanced presentation, the importance of audience focus, the need to apply health literacy principles, and the importance of using inclusive and respectful language. The first public consultation yielded 29 responses comprising 478 comments or edits in the shared draft guidance. The second public consultation was an online survey of 14 questions which had 32 respondents. The final ‘How-To’ Guide reflects feedback received and provides a rational, stepwise breakdown of the development of PLS.ConclusionsThe resulting ‘How-To’ Guide is a standalone, practical, ready-to-use tool to support multi-stakeholder co-creation of PLS.

The language of food: ingestion, expulsion and registers of repair in Alibhai-Brown’s The Settler’s Cookbook

Food preparation, eating practices and various expressions of conviviality associated with food are not only shaped by social contexts, ideas of community and gendered divisions of labor; they are also generative of new ways of connecting people and foodstuffs in the crucible of migration. I explore the complex role of recipes and food in Yasmin Alibhai-Brown’s (2008) memoir The Settler’s Cookbook. A Memoir of Love, Migration and Food which intersperses recipes with an account of her childhood in Kampala, her family’s dispersion before Idi Amin’s expulsion orders and her migration to the UK. This paper argues that food as both material reality and as metaphor functions in this text to map the possibilities and limitations of individual and communal agency. It suggests that engaging with food, cooking and the composition of recipes needs to take into account not only representations which emphasize gendered realities of constraint but also attend to idiosyncratic expressions of the interior life of emotions and desires that testify to feminist explorations of agency, creativity and registers of pleasure and repair.

Early American Women, the Novel, and God

Early American Women, the Novel, and God

AGILE METHODOLOGIES: AND ITS APPLICABILITY IN THE MARKETING AREA

This article aimed to carry out an exploratory research to survey some of the agile methodologies and their applicability in marketing. Agile Methodologies have been present for a while in the industry and in and software development, but they have become more and more frequent in publicity and communication agencies. This methodology was created to speed up projects related to software development, helping to solve the problems faced during this process, which used traditional management techniques. Exploratory research is characterized by an approach with more flexible and consequently fewer formal procedures. The survey was carried out from 2013 to 2020 on Google/Google academic, on websites and blogs, in which the following descriptors were used: agile methodology and marketing. A sample of 35 sites/blogs on agile methodology and its applicability in the marketing area was identified among them, which were used in this study. The years with the highest number of publications were 2019 with 12, and 2020 with 10 publications, 2017 and 2018 with 5, 2016 with 2, 2013 with 1, and the years 2014 and 2015 without any work that fit in the survey. This study demonstrated that most of the information we have about agile methodologies is made available on the network through updated blogs. Agile methods have proven to be good allies of productivity for teams in different areas of assessment, but mainly for marketing projects, they offer business opportunities or solutions to everyday problems in a quick, creative, and effective way to customers.

The Student-Run Agency Experience: The Role of Agency Culture in Student Engagement

Research on student-run communication agencies (SRAs) documents significant learning outcomes, benefits for job placement, and career success. Research, however, rarely investigates cultural aspects of the agency experience. This study employed in-depth interviews with agency student leaders and advisors to explore the influence of agency culture on positive student experiences and agency success. Informants described the importance of collaborative and supportive cultures in achieving agency goals and the role of agency-based friendships in creating positive student experiences and increased student retention. Yet they also noted agencies attracted a relatively homogenous group of students and, consequently, acknowledged the need for increased diversity, equity, and inclusion (DEI) initiatives.

Выбор современных инструментов маркетинговых коммуникаций для повышения конкурентоспособности бизнеса

The economy’s business environment today is characterized by high level of competition between companies aimed at achieving best financial results and, consequently, increasing the number of consumers, particularly in current challenging COVID-19 pandemic era. The paper emphasizes that in order for an enterprise to gain competitive advantages at present, intense actions are required. Business competition becomes fiercer, as one has to fight for orders from a shrinking group of customers. One of the most reliable ways of research is to use and analyze available statistical data obtained by Russian associations and agencies working in the field of communication and commerce. The empirical base of the study of modern communicative strategy tools enhancing business competitive advantage in Russia was data from E-Commerce Russia, Russian Association of Communication Agencies, the Data Insight research agency and recommendations from the Electric Brand Consultants agency. Analysis of the information made it possible to identify motives, i.e. driving force for organizations to choose the most effective marketing communications tools. According to the results of the study, shifts in customers’ needs and insights, and specific features of competitive practices were revealed. The innovative tools applied by entrepreneurs include a variety of remodeled marketing communication tools such as video advertising and mobile advertising, targeted advertising on the Internet, virtual voice assistants, Black Friday online sales, etc. During the lockdown introduced in Russia, many businesses increased their customer base and refined their CRM systems. The study suggests stages and tools of enhancing business competitive advantages, describes the process of increasing the competitiveness of a commercial organization in a formalized form, and characterizes the relationship of causes and effects. The authors substantiate the choice of modern communicative strategy tools and the need to implement a flexible marketing strategy that can become a source of business competitive.

Attributes of non-ionizing radiation of 1800 MHz frequency on plant health and antioxidant content of Tomato (Solanum Lycopersicum) plants

The Globe is marching towards the development of the telecommunication field which leads to increment of non-ionizing radiation in the environment which affects all living beings including plants grown nearby to communication base stations. The present research was focused on physiological and biochemical alterations of tomato plants exposed to high-frequency radiation. The overall plant health was analyzed by physiological changes viz., plant height, size of leaves, length to the root system, and rate of germination upon exposure of radiation and shown significant reduction (p < 0.05) compared to control. Consecutively, radiation also negatively affects the photosynthetic pigment content of leaves which has shown significant reduction. Yet another confirmation of stress on exposed plant tissue was reported by obtaining higher H2O2 content within exposed plant leaf than the control. The morphological alterations viz. curling of leaves, discoloration, and size reduction became more prominent with an increase in the exposure time. The significant outcomes denoted according to 95% confidence limit. There was a significant decline in total phenolic content (37.06%), flavonoid content (71.38%), Vitamin C content (72.45%), and DPPH (59.32%) as well as total antioxidant assays (71.89%) which revealed significant deteriorative effects on such waves on secondary metabolites and the antioxidant potential of tomato plants. The lycopene content was continuously increasing up to 73.13% upon radiation of 120 h and such raise was the direct indication of harmful effect on fruit skin and release of lycopene due to softening of the fruit tissue. Thus, the presented findings illustrated the negative effects of such waves on the quality of tomato plants. The limited insight of metabolic pathways involved in plant responses to such non-ionizing radiation makes such investigation worth in agricultural application. Additionally, mobile communication agencies should be informed and installation of base stations for mobile communication towers should be prohibited at agricultural lands.

Exploring user agency and small acts of algorithm engagement in everyday media use

Based on participant-driven media use tracking and self-reflexive media use Vlogs, this article explores how young adult media users make sense of their user agency vis-à-vis algorithms in digital media and how they try actualizing it through reflexive and mundane enactments of algorithmic systems. The article proposes to adapt the concept of ‘small acts of engagement’ to grasp the productive and agentic potentials of how users enact algorithms purposively in daily media use. By engaging research participants actively in reflections to better understand, and possibly respond to the influence of algorithmic power in daily media use, the study unfolds common boundaries of users’ reflexive capabilities, showing how exercising user agency in a datafied age is increasingly complex and prospective, yet not merely limited by algorithmic power. As a result, the article discusses the methodological implications and potentials of engaging media users in reflections and actions to shape their communicative agency, which might be a possible step towards mobilizing algorithmic literacy.

A Look at the Phenomenon of Hybridization of the Professional Activities of Consulting Agencies and Advertising Sales Agencies in Cameroon

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.