Agyarkoh, E. (2020). Challenges of Electronic Advertising in Ghana

Even though radio and television advertisement have been practiced in Ghana from 1967 to date, these forms of advertising have been confronted with numerous challenges that have affected their rapid development. This article used qualitative research approach and case study design to identify and examine challenges of radio and television advertising in Ghana. The study was delimited to Accra metropolis and twelve organisations. Participants were purposively selected for the study. Unstructured interview guide was used to gather the data. The findings revealed that, the local industry has challenges of lack of equipment, technical personnel, beautiful locations, low clientele, low capital base, high demand for discounts, biased media research reports, proliferation of media houses, non-standardised pricing, lack of censorship among others. Based on the findings, the study recommends that multimedia advertising production agencies must raise the needed capital to procure state of the art equipment, hire the services of professionals, and develop strategies to educate their clients on the importance of professionalism in radio and television advertising. Single network radio and TV stations must network their stations with local and foreign broadcast houses. Ghana government must set-up university of media studies to increase the training of different multimedia professionals and improve infrastructure, landscape design and sanitation across the country. Advertising Association of Ghana must develop national advertising bill and impress upon parliament to promulgate it so that it can be used to regulate advertising production, placement and pricing in Ghana.