THE ROLE OF APCON IN PROMOTION OF ADVERTISING IN NIGERIA

PREFACE

The project work is done to set a standard for non development in the profession of Mass Communication. In communication business and practice I choose to do the research work on the Role of APCON in promotion of advertising in Nigeria which has laid a landmark in the profession.

The project work has five chapters. The first chapter is the introduction, which is the total nameplate of the project work. The second is the research reviews, which involved related facts and comments made by intellectuals in the profession.

Chapter three is all about research methodology. This is the statistical technicalities employed to present the information. Chapter four explains the data analysis and results. These are the explanation and presentation of result made from the research methodology. In chapter five is the summary and recommendations. These are the summary of the project or research work, including conclusion or recommendation made by researchers.

In all the project work is a standard for more academic Education and professional development and growth in the profession of Mass Communication.

CHAPTER ONE

INTRODUCTION

          The study in question is the role of APCON in the promotion of advertising in Nigeria. APCON stands for Advertising Practition Councils of Nigeria.

Advertising gave birth to APCON, that is, to say, advertising is the foundation of APCON.

Advertising is a versatile business practice, it operate in every sector of the economy, be it political, socio-economical, scientific, or technological. Due to the invicacies involved with the practice of advertising, a need arose to set up a body to regulate the practice.

This need for legally and lawfully established body to control. The practice of advertising resulted in the establishment of APCON.

 

1.1     BACKGROUND OF THE STUDY

          Advertising started with the early man when he made some inscription on his care walls. From there, advertising spread to Babylon in 300BC on clay tablet which inscribes for ointment dealers scribes and shoemakers, from there advertising also was practiced in Egypt, Rome and Greeze.

Nigeria as a case study of this work, advertising started properly as early as before the advent of newspaper, then advertising was done by town crying. Town criers were used to disseminate information about wars, disasters, marriages, births and deaths. They also announced dates for important festivals, special visits by the government officials – missing goods and rewards to anyone who could find such goods. Gongs were used as an advertising signal, it draws attention of people.

However, modern advertising started in Nigeria in 1859 when the newspaper (TWE IROHIN) was published by Rev. Henry Townsends. This newspaper advertised births, wedding, marriages, church activities, vacancies for house boy and maids, shipping schedules and social events from here, newspaper sprang up and become the first major advertising medium.

Advertising refers to the printed, written, spoken or picture representation of a person, product, service or movement openly sponsored by the advertiser and at his expense, for the purpose of influencing sales, use, votes or endorsement. This definition is found in the book “The business of Advertising” by Nnayelugo Okoro, 1995.

The above definition was propounded in 1932 by the advertising judges. In this case, advertising information is non-personal. As advertising become an interesting and profitable practice, many media sprang up, such as bill board, radio, television, pamphlet, etc. These made advertising boom in Nigeria. Therefore was great “promo war” about goods and services. This raised the alarm for a body which would control the practices and business of advertising.

 

1.2     STATEMENT OF RESEARCH  PROBLEM

          Assessing the effectiveness of the role of APCON in the promotion of advertising in Nigeria has been a controversial issue noteworthy in Nigeria. As regards to the practices and business of advertising in Nigeria, it has been an important fact to have an institution which will control advertising to the benefit of Nigerian Economy and all practitioners. This made the Newspaper Proprietors Association of Nigeria (NPAN) to control advertising in a monopolistic order due to the fact that they have the medium of advertising consequent upon this Association Advertising Practitioners of Nigeria (AAPN) came together to rescue advertising from the hands of (NPAN). This led information and promulgation of Decree 55 of 1988 by the federal military government which established APCON. APCON, that is advertising practitioners council of Nigeria came into effecting December 27, 1988.

However, assessing the effectiveness of APCON and its role in promoting advertising in Nigeria had been the problem in question.

This is because of the legal power given to it to control advertising in all ramifications. Hence, APCON has taken the power from both NPAN and AAPN. Due to this fact, it is noteworthy that we know the effectiveness of APCON in promoting advertising in Nigeria. This is with respect to its efficiency in maintaining discipline, ethical standards and educational development in advertising. This must include efforts made by APCON to improve the practice of advertising in all ramification.

Then we shall examine efforts of APCON in the controlling of advertising in Nigeria and how this has enhanced growth and development in all sectors of the economy.

It is an attempt to expose and project the society how APCON has certainly played some roles to promote advertising in Nigeria.

1.3     OBJECTIVE OF THE STUDY

Objective is the basic characteristics of every unbias research work. The objective of this work is to examine how APCON has promoted advertising in Nigeria. Also to make known the contribution and efforts APCON had made so far.

The mistakes APCON has corrected in practices of advertising. The new inventions and all the areas they roghced in promoting of advertising in Nigeria.

Furthermore, to arrive at a conclusion and meaningful decision which will show or portray the purpose of the roles, principles used to achieve the roles by APCON, the administrative codes, APCON in promoting adertising in Nigeria.

Again, to ascertain what has been the condition of advertising, the environment and practice in the Nigeria economy. Also to know the possible ethical standard, practicing standards and every function of APCON.

 

• SIGNIFICANCE OF THE STUDY

Advertising had been effective and progressive in the effort here I shall throw some light on the brain behind it. It is therefore hoped that this work would be of immense help enabling the entire society to know that it is the role of APCON and to enable Advertisers to give more effect to enable advertisers to give more effect and sincere in advertising industry.

Furthermore, it is equally, hoped that it will contribute to the existing departments and panel of APCON, principles and functions of APCON, and ethical standards set by APCON in advertising practice and the future prospects of APCON in Nigeria.

This will help future – scholars and researchers on the subject matter with vital statistical information.

Another significant of this work is to build a dependable information which future practices of advertising may utilize.

 

1.5     RESEARCH QUESTION

          I have identified the problems which this research projects it out to solve. I am faced with some research questions these questions includes:

• To which extent has APCON gone in the promotion of advertising, is advertising the same thing as before the advent of APCON. Are these roles really bringing positive and effective change?
• What factors could compel the business environment to favour the idea that APCON is promoting advertising in Nigeria and the businessmen to understand that APCON is doing something?
• What if there are observed changes in the practice and business of advertising in Nigeria, could it be attributed to the roles and efforts of APCON only?
• How effective is the roles of APCON, if compared with when APCON has not been established.
• What are the measures and panels APCON uses in its roles?
• What are the possible problem associated with APCON?
• What are the future prospects of APCON?

 

1.6     RESEARCH HYPOTHESIS

          These are ideas or suggestion and known facts where others may follow in this work of study.

These hypothesis includes:

• Ethical standard – Here the APCON maintains ethical standards in Nigeria.
• Professionalism – Advertising practitioners council of Nigeria (APCON) also do maintain professionalism of advertising in Nigeria.
• Code of conducts – It is responsibility of APCON to make sure that the codes of conducts of advertising in Nigeria are maintained.
• Administrative Codes – APCON has the administrative codes such as APIP, ASP, and APDC etc.

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