A Professor of Marketing Communication at Babcock University, Prof. Adesoga Adefulu, has introduced a new framework aimed at helping businesses achieve sustainable growth through effective marketing strategies.
The model, known as The Adefulu Model, is built around the “five A’s of marketing” – Attention, Attraction, Appreciation, Action, and Advocacy. It was formally presented during the institution’s 54th inaugural lecture, themed “Integrated Marketing Communication Transformative Power: The Adefulu Model.”
Explaining the concept, Prof. Adefulu said the five A’s represent key stages of the customer journey, from awareness to loyalty. According to him, customers first give Attention when they discover a product, followed by Attraction through unique features or value. Appreciation comes when they develop a positive perception of the brand, leading to Action such as making purchases. The process culminates in Advocacy, where satisfied customers recommend the brand to others, fuelling word-of-mouth growth.
He stressed that businesses could strengthen relationships and build long-term success by strategically using customer touchpoints. Beyond the model, he urged business leaders to embrace robust integrated marketing communication (IMC) strategies, restructure marketing and PR units, and adopt incentive-driven approaches to retain customers.
Prof. Adefulu also emphasised the role of internal communication, sales promotions, and consistent IMC deployment in strengthening brand identity. On a broader level, he called for regulatory bodies to enforce ethical standards and for governments to integrate IMC strategies into policy communication.
“By implementing these strategies, businesses will achieve consistency of information, counter misinformation, and protect their brand integrity,” he said.
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