Evolution of Advertising in Nigeria Essay

The Nigeria publicise had its humble beginning root in colonial history, advertisement development could be traced to about 1928 with the birth of West African packaging Limited. An off shoot of UAC, the company was set up to cater for the marketing activities of the colonial masters in both Nigeria and West Africa. This company was later to transform to a full fledged advertising household 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 lift 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 altercation to form the big three in the industry.The medium of advertising was in its infancy in those eld Federal Government owned National Broadcasting Corporation (NBC) where he only television station that operated in the four 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 to a greater extent regions by the General Yakubu Gowon (rtd) administration and creation of more states by both Alhaji Shehu Shagari and Ibrahim Babangida regimes, more state regimen-owned television and radio stations were established.Daily Times, Express, Tribune, New Nigeria and plan were among the fore-runners in newspaper publishing. Some state governments also published newspapers that addressed their local audience. Two major magazines- Drum and Spear from Daily Times stable were also at the time published.Between the premature 1960s and 1970, there was no spectacular development in the industry. But the promulgation of Nigeria Enterprises as procession Decree of 1972 popularly known as Indigenizat ion policy urshed in a new phase in the industry. The policy transformed key positions in corporate organisations to indigenes. Mr Silvester, Muoemeka was by the dictates ofthe policy to emerge the first autochthonal chief executive of Lintas. Lintas further empowered more Nigerians to take up the business of advertising both(prenominal) of whom had to leave broadcasting to embrace the new thinking.By the later 1970s however, two ambitious agencies, Rosabel Advertising and Insight Communication, sprang up. The coming of the two agencies which till today are still doing very well, no doubt, was a watershed in the industry of advertising in Nigeria as the agencies brought new ideas into the industry while pickings creativity 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 take away for stands to be formed to advance their common interests and a regulatory body to that would regulat e and standardize advertising class period. A meeting of the agencies held at Ebute Metta, Lagos in 1971 was to metamorphose into friendship of Advertising Practitioners of Nigeria (AAPN) with the objective ofProtecting practitioners against reproachful business.The association was later renamed Association of Advertising Agencies of Nigeria. As the industry go on to grow in pot 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 first meeting of the association held somewhere in Ebute-meta, Lagos finally culminated.APCON started mental process in 1990 with the employment of the pioneer registrar in the person of Dr Charles Okigbo. The era of economic restructuring and li beralization open up up the Nigerian business to global economy. Foreign investments started flowing into the economy the expatriates who once left the shores of the toss off 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 as Prima Garnet, Sotu and Caesars sprang up, the sector began to expand beyond advertising as full go public relation firms such as the Quadrant JSP and bespeak were established. Also the era witnessed the mad rush of foreign affiliations. While some agencies sought this affiliation to ease boost their human capital, others just joined the bandwagon just to feel among. As the business expanded, related services providers joined the fray to cash in on the boom. N ot 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 baseball swing 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. Just 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 creativity took centre stage, the industry witnessed a lot of innovation and creative ideas. The foreigners who started coming back brought with them standard and professional which changed the advertising landscap e. Restructuring, training and check off building and creativity have taken centre stage.