A Professor of Marketing Communication at Babcock University, Prof. Adesoga Adefulu, has developed a new business model designed to help organisations achieve long-term success through integrated marketing strategies.
The model, known as “The Adefulu Model”, is anchored on what he describes as the five A’s of marketing—Attention, Attraction, Appreciation, Action, and Advocacy.
Delivering the university’s 54th inaugural lecture titled Integrated Marketing Communication Transformative Power: The Adefulu Model, Prof. Adefulu explained that the framework provides businesses with a step-by-step pathway for understanding customer behaviour and building brand loyalty.
According to him, each stage of the five A’s builds on the previous one:
Attention—customers become aware of a product or service.
Attraction—they are drawn by its unique value or features.
Appreciation—they develop a positive perception through branding and communication.
Action—they take concrete steps such as purchases or subscriptions.
Advocacy—satisfied customers recommend the brand, driving word-of-mouth marketing.
He stressed that the Adefulu Model goes beyond the traditional five A’s by identifying critical customer touch points that businesses can leverage to boost loyalty and sustain growth.
“By understanding these touch points and leveraging them effectively, businesses can create a loyal customer base and achieve long-term success,” Adefulu said.
The don also offered practical recommendations for managers, including the restructuring of marketing and public relations units, strengthening of internal communication, use of incentives to boost customer engagement, and deployment of robust Integrated Marketing Communication (IMC) strategies to secure brand identity.
He further urged regulatory bodies to enforce ethical standards in marketing practices, while calling on governments to embrace deliberate IMC strategies in communicating policies and programs.
“By implementing these strategies, businesses can achieve consistency of information, counter misinformation, and protect their brand integrity,” he added
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