Author(s)

Alain Assomo

Department of Corporate Communication, ASMAC, University of Yaounde II, Yaounde, Cameroon.

This work seeks to analyze the determinants of the establishment of advertising consulting agencies in Cameroonian cities to the detriment of others. The goal is to understand why certain Cameroonian cities attract advertising consulting agencies. The methodological approach consisted, in the identification of the headquarters of these companies, in consulting the regulatory texts approving the advertising professions, the websites and Facebook pages of various agencies recognized by the National Council for Advertising and advertising posters of companies founded abroad. We had to carry out an observation in order to identify the cities-headquarters of the agencies approved in Cameroon by the National Council of Advertising in 2021. The analysis consisted in grouping together these agencies by headquarters city. As for the axis of interpretation, it led to find the elements of attractiveness that include the cities of Douala and Yaounde identified as major basins of location of these agencies. Theoretically, the research is based on the sociology of professions and the theory of the attractiveness of territories, in particular the approach of the New Geographical Economy of Paul Krugman. The results show that there is a total of 56 advertising consulting agencies, therefore 43 for the city of Douala alone, that is, 76.78% and 07 in Yaounde, that is, 12.5%. This concentration of advertising consulting agencies in these two cities is due to multiple reasons. Most of the agencies founded by the nationals settle massively in Douala and Yaoundé in order to win customer. In fact, the main advertisers have their headquarters in these cities, as much for the multinational agencies, the establishment; mainly in Douala is guided by the presence in this town of customers/companies acquired by the parent companies internationally in order to support them in their communication campaigns.

Attractiveness, Territory, Advertising Consulting Agency, City, Headquarters, Location

Assomo, A. (2022) Advertising Professions and Territorial Attractiveness: Analysis of the Determinants of the Decisions of Agencies Location in Cameroonians Cities. Advances in Journalism and Communication, 10, 149-169. doi: 10.4236/ajc.2022.102011.