DEPLOYING CREATIVE DESIGN BELOW-THE- LINE MEDIA TO ENHANCE BRAND VISBILITY IN SOUTH- EAST AND SOUTH-SOUTH NIGERIA

A given market determines the type of advertising strategy to be deployed in it. Nigeria as an integral part of global market, media outlet in its global nature reflects in convergence of both the traditional and new media. Media are visible contenders for the attention of consumers in both South – East and South- South geographical market space. Also, the method of message production and delivery invariably determines audience shift in patronage. Considered influential is the consumers penchant for imported multinational products from Europe, United States and Asia countries. Full service advertising agency as well as creative shops are nonexistence in the market zones. Domiciled clientele is limited to medium rather than large scale patronage in such competitive market. Integrated Marketing Communication dictates throws up the need for specialized creative shops. Marketing strategies encompassing communication mix, creative and media tailored to limited budgets are imperative. The paper locates skillful hands and well groomed graphic professionals from the local university as resource people. Sources of finance and the architecture for modest Creative shop are revealed.