Evolution of Advertising in Nigeria Essay

The Nigeria advertise had its small-scale beginning rooted in colonial history, advertise development could be traced to about 1928 with the birth of West African Publicity Limited. An off acquire of UAC, the company was set up to cater for the marketing activities of the colonial know in both Nigeria and West Africa. This company was subsequent to trans dramatis personae to a full fledged advertisement firm in 1929 known as Lintas with two other subsidiaries newly Afro media, the outdoor medium and Pearl/Dean, the pic arm. With the setting up of the companies then headed by expatriates, the companies were to enjoy a monopoly for a long time to come it was not until 1950s when other advertising agencies started to emerge on the scene. Ogilvy, Benson and Martha (OBM) and Grant were later to join the fray to form the big three in the labor.The medium of advertising was in its early childhood in those days Federal Government owned National send Corporation (NBC) where he exa ctly television move that operated in the tetrad regions of East, West, North and later Midwest. These regions later set up their private stations pioneered by the West, at Ibadan, prior to independence. In 1960 and 1962 respectively, Enugu and Kaduna followed suit. And with the creation of more(prenominal) than regions by the General Yakubu Gowon (rtd) administration and creation of more states by both Alhaji Shehu Shagari and Ibrahim Babangida regimes, more state government-owned television and radio stations were established.Daily multiplication, Express, Tribune, New Nigeria and chalk out were among the fore-runners in newspaper publishing. Some state governments also published newspapers that communicate their local audience. Two major magazines- Drum and Spear from Daily Times st subject were also at the time published.Between the early 1960s and 1970, there was no spectacular development in the industry. But the announcement of Nigeria Enterprises as promotion Decree of 1972 popularly known as Indigenization form _or_ system of government urshed in a new phase in the industry. The polity change key positions in corporate organisations to indigenes. Mr Silvester, Muoemeka was by the dictates ofthe policy to emerge the outset indigenous chief executive of Lintas. Lintas progress empowered more Nigerians to expect up the furrow of advertising some of whom had to leave broadcasting to deal the new thinking.By the later 1970s however, two ambitious agencies, Rosabel denote and Insight Communication, sprang up. The coming of the two agencies which till today atomic number 18 equable doing very(prenominal) well, no doubt, was a watershed in the industry of advertising in Nigeria as the agencies brought new ideas into the industry while taking creative thinking to a higher. Before the turn of the decade, 23 agencies had been formed.With the steady growth in the number of practitioners and agencies arose the need for associations to be formed to advance their common interests and a regulatory body to that would regulate and standardize advertising rule. A run into of the agencies held at Ebute Metta, Lagos in 1971 was to metamorphose into Association of Advertising Practitioners of Nigeria (AAPN) with the objective of defend practitioners against unfavourable business.The association was later renamed Association of Advertising Agencies of Nigeria. As the industry continued to grow in volume of business and complexity, more and more people were attracted to the industry. The need to establish an institution to regulate advertising practice became apparent. This gave rise to the establishment of Advertising Parishioners Council of Nigeria (APCON) by Decree 55 of 1988, later renamed Act 55 of 1988 by the civilian administration on November 1989, the depression meeting of the association held somewhere in Ebute-meta, Lagos finally culminated.APCON started operation in 1990 with the employment of the pioneer registrar in the person of Dr Charles Okigbo. The era of sparing restructuring and liberalization opened up the Nigerian business to global economy. outside(prenominal) investments started flowing into the economy the expatriates who once left the shores of the land due to the indigenization policy gradually returned. And with them, the boom in economy. Aside, privatization of mass communication medium in the 1990s also witnessed the setting up of privateowned media houses which are platforms for advertisement placements.But in the 1990s the sector came alive. Not only that alarming and ambitions agencies such(prenominal) as Prima Garnet, Sotu and Caesars sprang up, the sector began to expand beyond advertising as full services public relation firms such as the Quadrant JSP and Quest were established. Also the era witnessed the mad hurriedness of foreign affiliations. While some agencies sought this affiliation to help win their human capital, others just joined the bandwagon just to feel a mong. As the business expanded, related services providers joined the fray to cash in on the boom. Not long after they formed themselves into association to also further heir cause and protect their interest. Media Independent Practitioners Association of Nigeria (ADVAN), outdoor Advertising Association of Nigeria (OAAN) emerged. Not long the industry became an all corners affairs.Competition became very stiff and practitioners started adopting unwholesome means to undercut one another. Industry debt became a major issue to the extent that it attracted the attention of past federal government who encouraged the practitioners to find a way of resolving the perennial problem. on the nose as competition continued to get stiff, agencies did not rest on their oars as they embarked on training of their staff who will be able to meet the challenge of modern day advertising. As creative thinking took move stage, the industry witnessed a lot of innovation and creative ideas. The foreigners who started coming congest brought with them standard and professional which changed the advertising landscape. Restructuring, training and brand building and creativity have taken centre stage.