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CONTENTS Issue: Third quarter 2014 32 10 COVERFEATURES 10 ADVERTISING IN AFRICA Advertising is on the rise in Africa. But is the standard and competitiveness of the continent’s advertising also improving? 20 14 COMMUNICATION CHANNELS While there’s a new focus on digital channels as a means of communicating with consumers, radio still remains a tried-and-tested medium 42 REGIONAL TRENDS International businesses are increasingly turning their attention to West African markets. We provide them with some useful pointers FEATURES 20 MEDIA RESEARCH The Pan African Media Research Organisation has broken new ground by electing an executive leader 26 to steer it through the challenges ahead 24 IN CONVERSATION Elizabeth Opoku-Dakwa is a student of the world with ambitious plans to use her education and experience to the advantage of digital media marketers 26 SOCIAL MEDIA Measuring the success of social media interactions cannot be done using traditional ROI metrics. Instead, it requires a brand new approach 30 AFRICAN ENTREPRENEURS Uche Pedro is the young and innovative founder of one of Nigeria’s most frequented lifestyle, entertainment and fashion websites 4 strategicmarketingafrica Third quarter 2014 04-05 Contents v3.indd 4 2014/06/26 11:48 AM