Evolutions of Advertising Institutions in Nigeria

Evolutions of Advertising Institutions in Nigeria

Written by Yemi Olakitan

 

        Advertising can be described as a form of commercial mass communication designed to promote the sale of a product or service, or a message on behalf of an institution, organization, or candidate for political office.”  Advertising is as old as mankind. The desire to advertise seems to be the urge of every man. Men and women are born with the desire to let others know what they have to sell or give in order to obtain some personal gain. Therefore advertising is innate.  Advertising has been around for almost 2500 years. In Biblical history, we can safely say that the first advertising began when the serpent advertised the qualities of the forbidden fruit to Eve and she subsequently advertised the same fruit to her husband, Adam. It appears that advertising has been with man for many years, although the strategies of advertising as always been different from culture to culture. The earliest form of advertising in Nigeria could be said to be town crying. Other methods include signs and drawings on caves and mountains.

     In the early days of advertising practice in Nigeria, Advertising was uncoordinated and unregulated. Many advertisers worked very hard to put in place codes of conduct but the law did not back them up. They were merely voluntary and ineffective since there were no laws to back them. Some of these efforts included the establishment of Association of Advertising Practitioners of Nigeria, AAPN and Advertising Council of Nigerian, ACON in 1977. These self-regulatory and voluntary associations could not achieve because the instruments of law did not empower them to regulate advertising at the time. Therefore advertising remained unorganized. The underdeveloped nature is clearly demonstrated because the majority of consumer products and services advertised in Nigeria were of foreign origin and mostly non-essential.  The products advertised often targeted the elites because the Nigerian masses could not afford them.  Financial advertisements were the most dominant products and services of Nigerian origin because they promoted more products and services that the average Nigerian could not afford.

    Nevertheless, advertising soon become very international, since producers and companies try to sell their products on a globalized market in almost every corner of the world. It is therefore not surprising to see a big sign for Coca Cola in third world countries, such as Nigeria.  In the 19th century new technologies were developed and brand-new methods invented. As a result a surplus of production was formed. Warehouses of many factories were overflowing. In this way, it was necessary to create useful advertisements, which would cover all large spaces, utilizing a large variety of mass media sources.

   The federal Government through the advertising practitioners registration Decree number 55.of 1988 established the Advertising Practitioners Council of Nigeria, APCON. Former Minister of information and culture, Prince Tony Momoh, officially inaugurated the council in November 14, 1989. This marked the birth of APCON as a principal actor in Nigeria’s advertising scene and also established advertising as a profession.

   Decree 55 of 1988 empowered APCON to regulate and control advertising in all its ramifications. The Council is charged with responsibilities of determining who are advertising practitioners, determining what standards of knowledge and skills such persons needed to attain to become registered as a practitioner and reviewing such standards from time to time, securing the establishment and maintenance of a register of persons entitled to practice as advertising practitioners and the publication from time to time of a list of such persons. APCON was also empowered to conduct examinations in the profession and to award certificates or Diplomas to successful candidates and prescribing fee to be paid in respect of such.

   The APCON decree goes on to define the membership of the council, its powers, its financial positions and relationship with the government It makes ample provision for discipline and defines the rights and privileges of registered person as well as codes of conduct for the practice of advertising in Nigeria. However, the decree was amended in the Decree number 92 of 1992, which in turn was amended by the Advertising Practitioners Council Decree number 116 of 1993.       At the moment, APCON regulates the advertising industry through sectional associations, which are recognized by the council. These sectional associations have played major roles in the development of advertising in Nigeria over the years.

  One of such association is the AAPN, which is a self-regulatory body that was legally incorporated by advertising agencies in the country. It was established in 1972 as an organization that stands for discipline, honest and responsible advertising.  The AAPN has clear-cut aims and objectives, membership guidelines as well as codes that governs its corporate membership. It is however a voluntary association and a good number of agencies operate outside its fold.

   The Advertisers Association of Nigeria was established in October 1992 as a rally point for the big time advertisers in the country. ADVAN aims to bring together advertisers and clients within the Nigerian business community with a view to forming one united fronts in dealing with other interests in the sector. ADVAN has an executive council as well as a secretariat and it is recognized by APCON.

   The Newspapers Proprietors Association of Nigeria, NPAN is a union of owners of newspapers, magazine and other related publications in Nigeria. The association seeks to promote the interest of the newspapers industry in Nigeria. The association makes rules that affects its members in the area of commission on adverts placements by advertising agencies and also perform other functions such as the establishment of rules and regulations by which advertisers may deal with their members and the settlement of accounts by advertising agencies in Nigeria. NPAN has organized management structure and a functional secretariat.

          The Broadcasting Organization of Nigeria, BON was created as part of efforts aimed at regulating broadcasting in Nigeria. Efforts made at forming the Broadcasting Organizations of Nigeria (BON) dates back to 1973. By then, there was a need for an organization under which broadcasting media in Nigeria would interact with one another. Apart from serving as an organ through which television and radio organizations would speak with one voice, such organization would be used as a rallying point for coverage of major, national and international events. In particular, there was the need for effective co-ordination of broadcast media for the 1973 "All African Games" held in Nigeria. The World Festival of Black African Arts and Culture (FESTAC) also provided the platform through which BON was revived and given a new lease of life in 1977.  After FESTAC '77, the fledgling organization went into hibernation for about seven years. Unlike earlier seeds which germinated and withered away, the real seed that has grown into what is today known as BON, was planted by Prince Tony Momoh, the then Minister of Information in 1987. While addressing a workshop on the role of broadcasting in the transition to the aborted Third Republic in Abuja, Prince Tony Momoh threw a challenge to broadcasters to resuscitate BON. A six-man committee was mandated to resuscitate the ailing BON; the new BON was then born on 11th August 1988 in the Federal Capital Territory, Abuja.

  Prior to the resuscitation of BON, There were some broadcasting media groups such as:  Chief Executives of Federal and State Owned Radio Organizations
- Television Organizations of Nigeria (TON)
- State Owned Broadcasting Organizations of Nigeria (SOBON)

The objectives of the New BON as at today are as follows: To serve as a meeting point for all Radio and Television Stations including cable and satellite operations in Nigeria, to serve as an advisory body to the Federal and State Governments on broadcasting matters and to encourage and sustain greater co-operation and collaboration among the broadcasting organizations, to seek and utilize available resources for manpower training, research and development, and set training standards, to set, regulate and monitor professional standards and ethics of its members. The Outdoor Advertising Association of Nigeria, OAAN is the official body of various outdoor advertising companies operating in Nigeria. The organization reserves the right to oversee all corporate entitles that involved in the practice of outdoor advertising in Nigeria, such corporate entities must be fully register to do business in Nigeria.

Historically, Afromedia Nigeria limited, which was registered precisely on The 28th October 1959, was one of the earliest outdoor agencies. It later changed its name to Lintas Nigeria limited. Outdoor started in earnest. In 1963. Mr. Kelly of Afromedia spearheaded the development of outdoor industry by bringing clients that patronized outdoor intensively together to form an association with the outdoors companies Afro-media and Railways with the name, Outdoors Advertising Contractors of Nigeria (OACAN). However, during this period, there were other outdoors companies, like Railway Advertisement Service, Nigeria Advertising Service (NAS), Wilmer Publicity, Gilbertson Advertising Limited, Nigeria Commercial and Industries Enterprise Publicity Associates of Nigeria limited. While Outdoor Advertisement Contractor of Nigeria came into being in 1954, the name was changed to Outdoor Adverting Association of Nigeria (OAAN) in 1986 to reflect both in outlook and practice the practice of advertising in Nigeria. . Outdoors is the oldest advertising medium in Nigeria, though the print media was few years ahead of outdoors. The Lagos state Signage and Advertising Agency, LASAA is another of the latest advertising institutions in Nigeria. LASAA is one of the state agencies tasked with beautifying the state, the Lagos State Signage and Advertisement Agency (LASAA), is responsible for sanitizing the outdoor environment and making sure that hoardings and signage do not clutter the Lagos state environment.

The D'banj and Don Jazzy squabble

                             D'banj

D’Banj’s decision to change his name on Twitter is generating diverse reactions, JAYNE AUGOYE reports

In what appears to be a response to the crack between him and his former label mate, Don Jazzy, Koko Master act, D’Banj,  sprang a surprise over the weekend. He changed his Twitter handle from Dapo D’banj Oyebanjo to Daniel D’banj Banjo.

Also, his Twitter bio, which formerly read Mo’Hits Records/Good Music has been adjusted and now reads DB/Good Music/ IDJ. With this,  D’Banj becomes the second Nigerian artiste to perform a structural adjustment operation on their names – coming after gospel singer formerly called Kenny Saint Brown, now Kenny Saint Best.

Since the news of MoHit’s split became popular, the major parties, D’banj and Don Jazzy, have come under scrutiny by fans and critics alike.  Little wonder that when D’banj allegedly un-followed his one time buddy – Don Jazzy – on Twitter, it did not go unnoticed by prying eyes.

The story, however, got a new twist on Tuesday, when D’Banj’s updated his Twitter account’s name to ‘D’Banj Kokomaster.

Interestingly, of both artistes, Don Jazzy appears to have curried the most sympathy. This may not be unconnected with the fact that he is more active on Twitter than ‘Daniel’. Don Jazzy has 245,972 followers while Dbanj has 193,098 Twitter followers as of Tuesday.

And so when he inferred that they had agreed to go their separate ways in a tweet posted on March 17, which partly read “It is with a heavy heart that I announce the end of a long era and the beginning of a new one. Some of the rumours you have all heard recently are sad but true. And to end the old era I will be donating the proceeds of my production catalogue from day 1 till date to 5 charity organisations,” he naturally attracted sympathetic remarks from his followers, while winning new fans. Perhaps he is a smarter politician than the Koko Master.

While the argument in D’banj’s favour may be the fact that it is not strange for an artiste to change names or rebrand, his action seems to have elicited more knocks than kudos.

For instance, a post written on an entertainment site, 1976ad.com,  has gone viral and still continues to generate diverse comments. Amongst many other things, the anonymous writer wrote, “D’Banj, you’ve now gone from ‘Dapo Oyebanjo’ to ‘Daniel Banjo’. All I can do is laugh, I mean, Daniel ‘Banjo’? What are you, a country music star from Nashville? I mean, I get it, Daniel provides the ‘D’ and Banjo provides the ‘Banj’, but Negro, please, you’re hustlin’ backwards. Why abandon the successful person you are to become a less successful version of what you’re not? You’re a Nigerian, not an American, and no matter how hard you try, you’ll never be one, so be yourself and have faith.”

The article thus fires a fresh argument that the Mo bo lowo won act may only be trying to gain acceptance into the American business/music culture by pushing up the English though Biblical name – the way many immigrants do.

In this regard, a Nigerian born, US based music and fashion attorney, Uduak Odouk lends her voice in an online post. In her comment, Oduok says that a 2010 New York Times article has described the action as almost obsolete.

She adds, “it is a bit intriguing that Nigeria’s mega star who signed to Kanye West’s G.O.O.D Music Label bucks this trend and goes in reverse direction, albeit not on his official birth certificate, at least that we know of.”

But a media expert/entrepreneur, Ayeni Adekunle,  warns that before conclusions are drawn on the reason behind the move, some facts should be laid straight.

“When you say D’banj has changed his name, I think we need to clarify that. His brand name and identity are not changing per se. What is changing, if we are to take the Twitter changes seriously, is his real name. So he’s moving from Dapo Daniel Oyebanjo to Daniel Banjo.”

Adekunle, who is also an artiste manager, adds that the reasons may not be far fetched.

“It could be for ease of pronunciation, reference and documentation in view of his new environment and partners. It could also be for the purpose of cataloging – as a means of separating his new properties from those of the old Mohits. Who knows? There could be a well thought-out strategy to use a new identity for contractual purposes…. These are my own thoughts,” he says.

In the past, Nigerian entertainment personalities like Evaezi, IK Osakioduwa and Kenny Saint Best have rebranded their images and backed the action up with different reasons.

The dawn of 2009 saw On Air Personality Osakioduwa say goodbye to the name ‘Wild Child’.

While it was widely speculated that the change of identity had to do with his marital status, the on-air-personality explained that the core reason was that it was not a brand he could develop much further.

 “It (name) gathered popularity in Lagos but I had started doing some work outside of Lagos – in South Africa and America, and I discovered that I couldn’t use the name there because somebody has the right to the name Wild Child,” he said.

Nigeria Will Emerge stronger and More United by Olalekan Adetayo

                            President Goodluck Jonathan

President Goodluck Jonathan on Saturday said despite the current insecurity in some parts of the country orchestrated by members of the fundamentalist Islamic group, Boko Haram, Nigeria would emerge stronger and more united.

He said daunting as the challenges might appear, he trusted in the efficacy of the Bible truth that the prayer of the righteous avails much.

Jonathan spoke at the second presidential national prayer breakfast held at the Presidential Villa, Abuja. He said he had a conviction that every stumbling block before him and his administration would become stepping stones into national rebirth.

He urged Nigerians to dedicate themselves to a united nation by living above what he called primordial divisive tendencies which could only compromise national growth.

He urged Nigerians to be guided by the ideals of justice, equity, selflessness and above all, the fear of God in all their conducts.

Jonathan said, “With unwavering faith in God and renewed recommitment to the national cause by us all, I am confident that Nigeria will emerge from these trying times a stronger, more united, more stable and more prosperous nation.

“Now than ever before, our nation’s leadership needs to rededicate itself to the realisation of the grand vision of one big strong multi-ethnic, multi-cultural, diverse but united nation which steered our founding fathers.

“We must live above primordial tendencies which can only compromise our growth as a nation. We should be guided by the ideals of justice, equity, selflessness and above all the fear of God in every conduct, public or private.

“The significance that we are gathered here today still fresh from the celebration of Easter, Jesus Christ redemptive victory over sin and death on the cross of calvary, we all must be built with the spirit of selfless sacrifice as exemplified by our Lord and Master Jesus Christ on the Cross.

“Our country can only attain the lofty heights which Almighty God through Nigeria’s rich natural endowments and compelling human resources bases has preordained for us, if we as individuals are prepared to make the requisite sacrifice. Championing narrowing sectional courses does not add value to our national development efforts.”

He said as public office holders, he and other members of his cabinet owed Nigerians a sacred duty to toil endlessly for the enhanced welfare and well-being of all.

The President said he saw all his electoral promises as his article of faith and his covenant with Nigerians to better their lives.

He urged Nigerians to continue to pray for the good of the country and focus on building bridges of love.

He assured them that by God’s grace, his government would not fail.

While admitting that those of them at the helm of affairs in the country today were not the best materials, he said God had a purpose of putting them in charge, hence they need not to fail God.

He said they would work hard towards achieving peace, power, health care and other good things for the country.

Earlier, the President of the Christian Association of Nigeria, Pastor Ayo Oritsejafor, in his exhortation entitled ‘The power of the altar’ taken from Judges 6: 25-26 regretted that Nigeria, which was a giant nation that ought to be standing, was still crawling.

He said, “Nigeria, a great nation with talents is begging for ideas to survive. A rich nation but poor.

“There are wicked men and women worshipping and sacrificing on strange altars nationwide.

“They are manipulating the destiny of a whole nation, they will not go scot-free. We will ask for God’s judgment on them.”

While describing Jonathan’s transformation agenda as one of the greatest things that has happened to Nigeria, the clergyman however said such agenda should have its foundation at the altar of God.

YEMI KING

A NEW  ARTISTE COMES ON STAGE ON THE NIGERIAN MUSIC SCENE SOONEST. WACHT OUT FRIENDS, FOR MOVIES, CONCERTS, ALBUMS.  IT IS GONNA BE A BOMB. SOME THING YOU HAVE NEVER SEEN. YU BETTER GET SET.

5D TECHNOLOGY COMES TO NIGERIA

5D Technology Comes To Nigeria By Yemi Olakitan

5D, the latest multi-dimensioional, digital technology introduced in cinemas all over the world is now in Nigeria. This is the first time the technology would arrive in the West African sub region, and the second time in Africa. The only one of its kind is said to be in South Africa. At a press conference, the CEO of Ground Zero Babatunde Adisa said a new outlet under their company called Bamaja entertainment spot was created to manage the technology, which will be declared, opened in May with all the power of the 5D digital and cinematic technology. The 5D technology will be showcasing all the effects of the much-acclaimed Disneyland of the United States. Nigerians do not have to travel abroad to see all the fantasy that the Disneyland has to offer. They can access such at Ground Zero. The well-known 3D technology had initially been combined with seat movements and digitally designed fantasy that takes the audience into distant lands and places in a mood of excitement and fun. The 3D has other effects such as wind, and wave motion and the 4D experience has water spraying and even rain fall. However, the 5D technology experience will be better than all with more advanced technology such as rain, smoke, lathing, air bubbles and sunlight. It will also appeal to the sense of smell combined with the effects of the 3D technology. The 5D technology will take the viewers into the movie world. It is a technology that is different from the conventional cinema because it takes the viewers into the movie itself. The viewers experience all the actions and occurrences in all the scenes of the movie. He is not just an onlooker but also a participator of the plots. The films ranges from paradise, Roller Coaster, Aliens and may more. There is something for different ages. Mr. Adisa said that Ground Zero would be an unforgettable experience for everyone who comes around to see 5D. Viewers to the cinema will seat with belts in rows so that the motion will not make them fall as the movie takes them to high mountains and seas as in the Roller Coater software. The 5D experience is a computer technology that makes movie as interactive as much as possible. The viewers are totally involved. They wear glasses that further accentuate the experience as the software works within the glasses. The cinematic technology is a relatively new experience in Nigeria and holds great promise for the digital entertainment in the country. The technology is open to everyone to experience; however certain restrictions are to be emphasized. Certain movies cannot be seen by children; below the ages of 10. Adults that are hypertensive cannot see the movies since it would not be medically advisable for them. The movie will run for 5 minuets, although the cinema will be opened throughout the day for all to come and enjoy the view. Adequate parking spaces are provided for all. According to the management, there will be food and drinks available on request during the viewers’ visit. The 5D technology is perfect for families, tourists and Nigerians who want to enjoy the new innovations in digital cinematic entertainment. At the press briefing, the company took the media men in attendance on free ride through the viewing. Mr. Adisa said that the technology would be built in all the six geo political zones in Nigeria, particularly, Abuja and Porthacout.

MTN' LAUNCHED NEW PRODUCT IN LAGOS

MTN PULSE: A BETTER WAY OF LIFE FOR NIGERIAN YOUTHS By Yemi Olakitan It was all glitz and glamour as MTN launched its latest product, MTN pulse, in Lagos recently. The hall was packed with various youths from different communities and walks of life in Lagos. The MTN pulse, according to MTN General Manager Consumer Marketing, Kola Oyeyemi is a whole new platform for the Nigerian youth to connect with one another. The new package is loaded with many freebies and benefits for the enjoyment of the youth. He explained that the product has a closed user group, (CUG) package that accepts as many members as possible, offers the lowest call rate to the largest community of youth, retains more of chargeable minutes within the network and provides unrestricted access to SMS and internet freebies. He explained that another side of the MTN Pulse is a lower new price of N10k/sec. sms chat ast N5/ monthly freebies of 50 sms, 10mb data on minimum recharge of N100 as well as Y’elo Friday suprises of more freebies and discounted offers. Oyeyemi said that the package wills positively redefined friendship, create momentous fun and offer freedom. ‘‘MTN is offering the youth a package that will effectively fits into their lifestyle and provides an opportunity to freely express them, enjoy unlimited internet access which will make telephony more lively, with endless fun which is what the youths want’’ he said. Oyeyemi said, the product is an upgrade of MTN fun-link, ‘MTN pulse is a reloaded platform for young people across Nigeria, it gives them the opportunity to be part of the larger youth community, one that is also vibrant and distinctive.’ He said. He noted that the youth segment of the society represents a group of dynamic people who need to be catered for in a special way. According to him, MTN has identified the youth segment as the backbone and future of every economy therefore they must be provided with services and products that will enhance their likes and passions in a way that adds value to them. In a chat with Nigerian rave making Hippop artist, Davido who performed at the event, he called on all its fans to embrace the new product, which he considers the coolest ever. He used the opportunity to announce his musical tour, which he said, will be kicking off soon. He also talked about his next album. He mentioned that the album would feature Don Jazzy, Banky Y and a lot of Nigerian artistes. He did not disclose the title of the album. In an exclusive chat with M2, ace comedian Bashiru who was the host of the event said that MTN has once again proven that it is the telecom provider of first choice. According to him, MTN has the finest idea with this offering, it is very economical, and youth oriented. He said that the product is a whole new way of given back to the society, particularly the Nigerian youth. He called on the Nigerian youth to go for it. Oraka Nvy who described himself as a fresh graduate of the University of Lagos and the CEO of an entertainment company said the product is an innovation and a way to give back. This, he said will encourage the youth to socialize more and to have fun. ‘This is just what the youth want from MTN’ he said. Bolanle Ajayi who was also present at the event, however called on MTN to do more for the Nigerian youth, she said that new product offering is good but the company need to empower the Nigerian youth. ‘ I believe that MTN will always and continue to deliver value but they need to give more to the youth in the area of empowerment and poverty eradication. There’s tremendous unemployment among the Nigerian population. Thousands of Nigerian young graduates are outside looking for jobs that are not there. MTN cannot employ everyone but MTN can help, particularly in the entertainment industry, which offers a whole lot of opportunities for employment. We need a big brother such as MTN to contribute to that sector more. It is obvious that Nigerian government cannot solve our problems without private sector involvement.’’ She said. On the new product, she was optimistic that Nigerian you will embrace it. ‘‘There is something about MTN that makes you want to belong. It is a brand that has won the hearts of Nigerians. I can only congratulate them. They should continue to do more.’’ In a statement, the telecom provider said that, the launch of MTN pulse will not be limited to Lagos alone and will take place in three cities, Lagos, Port Harcourt and Abuja where MTN will host scores of youth icons, celebrities, and distinguished Nigerians in exhilarating and pulsating events.

D'Banj ft. Snoop Dogg - Endowed "Remix"