Lampe Omoyele, Managing Director of Nielsen West Africa has encouraged marketers to continue advertising,  in spite of current economic challenges.

Addressing the gathering at a Chartered Institute of Marketing event  in Accra, Lampe Omoyele said, times like this may be difficult for businesses, but advertising can help them achieve their targets.

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Research by Nielsen indicates that advertising has a considerable influence on consumers and shoppers with over 38 per cent of purchases being influenced to a very large extent through advertising.

He said that was followed by promotion and CSR which stood at 35 per cent and 24 per cent respectively.

Mr Omoyele however cautioned advertisers to make content key in their advertising because its study showed that awareness from advertising locations were very high but content was not deployed or memorable.