Abstract:
The purpose of this work is to identify, and x-ray the problems of
Nigeria Advertising Industry and also to succinctly examine the growth
opportunities and prospects available in the Nigeria Advertising Industry.
This research work is aimed at among other things accomplishing the
following under listed objectives:
To investigate the allegations of corruptidn levelled against the advert
industry in Nigeria. And also to examine the remote and immediate factors
responsible for these corrupt and sharp practices.
To determine the effectiveness and efficiency of advertising regulatory
bodies in Nigeria.
To also identify the growth rate and future prospect. in Nigeria
advertising industry. Also, to determine the effect of unregistered and
untrained operators in the industry. And finally, to hazard solutions and
make adequate recommendations based on the findings of this research work.
However, to achieve this purpose,the researcher got his data and
information from two principal sources: Primary and Secondary sources.
Questionnaire, Interviews and observation techniques were the major methods used. Analysis of these data was carried out and presented on tables for easy
understanding.
The following findings were made by the researcher:
That the advert industry has a very bright prospect in Nigeria. And that
the regulatory bodies are very effective and efficient.
That there exist some untrained and unregistered operators in the industry
which impede the industry’s growth rate.
That the allegation of corrupt and sharp practices in the industry is not true
after all.
Though, there are bound to be some shortcomings.
Also, the following recommendations were made by the researcher!
That advertising practitioners must register with the regulatory bodies and that
there should bean enabling law to enable these bodies track down and punish
defaulters.
That advertising be made more creative by using professionals to
enable the industry meet the current challenges.
For the industry to reap the benefit of a bright prospect engendered by
the democracy dividend, It must be more efficient and advert messages more creative.
The industry should he in tune with the current communication
sophistication: The researcher is of the believe that the industry will reach her
el - dorado if all these are considered.
