The effect of centralised media buying on Ministry of Water and Environment advertising in Uganda

Abstract

This study examines the Effect of Centralised Media Buying on Ministry of Water and Environment Advertising in Uganda. A purely qualitative approach was used. The empirical part is based on in-depth interviews with advertisers and other key stake-holders to the policy. Diffusion of Innovation and Political Economy theories provided the theoretical premise for understanding the phenomenon under investigation and analyzing findings. Answering the first major research question, on the factors that led to the change from the old system to the new system of centralised media buying, the study, under the framework of the Diffusion of Innovation theory, found that the major aim for the change was to improve government communication. The study findings revealed that factors that led to the change from the old system to the new system of centralised media buying (Government Directive, Reduction of Workload and Financial Constraints, Efficiency and Order in Government Communication, Message Unification and Uniformity, Improved Monitoring and Evaluation, Revenue Generation and Cost-Savings, Merit-Based Selection and Transparency). Challenges of changing from the old system to the new system of centralised media buying included (Government Control and Press Freedom, Corruption and Favouritism, Impact on Media Industry and Competition, Lack of Stakeholder Consultation, Role of Advertising Agency, Compliance with Transparency and Accountability Standards and Technical Challenges and Resource Constraints). The second research question; on the challenges of changing from the old system to the new system of centralised media buying, the second theory, political economy theory helped analyse the third objective of finding out the recommendations for improving government communication through advertising. Findings in summary recommended for a revision of the policy and implementation calling for extensive communication and liaison between MoICT & NG and the Ministry of Water and Environment, setting up Clear Communication Objectives, Audience Research and Segmentation, Creative and Compelling Messaging, Strategic Media Planning and Sufficient Budget, Partnership with Media Outlets and Integration of Digital Technology.