REGULATION OF ADVERT AND SALES PROMOTION BY GOVERNMENT AGENCIES (A CASE STUDY OF ADVERTISING PRACTITIONER COUNCIL OF NIGERIA A. P. C. O. N)
This study gives a suitable detail on Regulation of Advert and Sales Promotion by Government Agencies with a case study of Advertising Practitioner Council of Nigeria (A. P. C. O. N). This research is divided into five chapters. Chapter is based on the introduction of this research, Chapter two talks about the related literature review to the study. Chapter three is all about the research design: Survey method was used to obtain the data. Both Primary and Secondary data were used in this research work: Primary Data made use of Questionnaire and interview in this research while the secondary data such as textbook, journals and the internet were also used to obtain information. Questionnaire is the basic instrument for collecting data for the respondents in this research work; the questionnaire is a formalized set of questions packaged to elicit data from a source. Chapter Four presents and interpret the data collected from the respondents. Chapter five; Summary, recommendation and conclusion.
In an attempt to bring forth the reason why government regulate advert, the government agency aspire to regulate advert and sales promotion to protect the interest of the consumer.
WHY ARE ADVERT REGULATED
There are several reasons why the government agency (A.P.C.O.N.) want to regulate advert.
The following are the advent that is regulated by the Advertising practitioner council of Nigeria.
? Advert that cause emotional disorder. Example of emotional feelings are: Depression Anxiety, Addiction, Morbid fear, Solitude, Infatuation, Obsession, To be happy, They are subject to regulation by A.P.C.O.N.
? Bad advertisement that can make consumers to buy what they do not want to buy. This is known as deceptive advert and are also regulated by the government agency.
? Consumers could buy goods of poor quality, they could buy fake
products, adulterated product and goods that are overpriced.
Bad advertisement will make the consumer lose his right to make a choice. It will also make consumer to spend above their disposable income.
However, consumers may satisfy their secondary or psychological needs.
What makes a consumer to decides to buy or adopt a product may not be durability, low price (Affordability, availability) but other attributes or benefit which are the persuasive messages in advertisement.
DEFINITION OF ADVERTISEMENT
This is ?Any paid non-personal presentation and promotion of ideas, goods and services by an identified sponsor.
PUBLICITY It is the non-personal stimulation of demand for a product, service or business unit by planting commercially significant news about it in a published medium or obtaining a favourable presentation of it on Radio, Television or stage that is not paid for by the sponsor.
PERSONAL SELLING: Is an oral presentation in a conversation with one or more prospective buyers for the purpose of making sales.
SALES PROMOTION: This is the component of marketing mix that continually creates an applies materials and techniques provided by the other component to increase the capacity and desire of salesmen, distributors and dealers to sell a company?s product and make consumer eager to buy it.
It also consist of those activities that stimulate consumers purchasing and dealer effectiveness such as displays and exhibitions.
? THE TRADITION ADVERTISING MEDIA
PRINT AUDIO-VISUAL DIRECT MAIL OUTDOOR
TELEVISION RADIO POSTER SPORTING SITE
CLASS PROFESSIONAL HANDBILLS BILLBOARDS
National Newspaper Banker Journal
This represents the traditional advertising media that carries advertising message from the advertiser to the audience or the consumers both generally and professionally.
NEW MEDIA ADVERTISEMENT
? This is a type of Mass-Media- a generic term used to refer to the various terms of electronic communication made possible by computer technology.
? According to Wikipedia, new media such as involves the amalgamation
of traditional media such as music, spoken and written words, with interactive power of computer devices and most importantly, the internet.
? New media channels include websites, audio and video streaming;
Chartrooms, mailing web advertising, DVD, CD-ROM media, virtual reality environment online communities, digital data integration with the telephone such as internet telephony.
? New media also implies communication of data between computers
and ICT devices,
? One of the new media is DIGITAL OR WEB ADVERT: is the
online advertising that uses the internet to deliver promotional
message to consumers.
However, despite the popularity of new media, they are controversial and subject to regulation by the advertising practitioner council of Nigeria (A.P.C.O.N).
AGENCIES AND PROFESSIONAL BODIES THAT REGULATE ADVERTISEMENT (DIRECTLY OR INDIRECTLY)
1. Association of Advertising Agencies of Nigeria (A. A. A. N)
2. The Consumer Protection Council (C. P. C)
3. Advertising Practitioner Council of Nigeria (A. P. C. O. N)
4. Nigerian lottery Regulatory Commission (N. L. R. C)
5. Outdoor Advertising Association of Nigeria (O. A. A. N)
6. Broadcasting Organization of Nigeria (B. O. N)
1.1 HISTORICAL BACKGROUND
The advertising practitioner council of Nigeria was established by the advertising practitioner Act 55 of 1988. The adoption on this date by the national council of minister of a board national mass-communication policy was a significant milestone in the birth of the advertising practitioner council of Nigeria (A. P. C. O. N).
However it was not until November 1989, the council was officially inaugurated by the federal government.
The advertising practitioner Council of Nigeria (APCON) was later amended by Act No 93 of 1992. In this year of amendment, various discussions which followed articulated the relevance and leadership role of advertising in the nation?s social, political and economic activities as well as the need for regulation.
It was also amended by the Act No 116 of 1993. Here registration and enrolment of members as an advertising practitioner are carried out.
The last time or date of amendment by APCON was in 2004 (Now Advertising Practitioners Registration Act Cap A7 of 2004).
In this year, the advertising practitioner Council of Nigeria states that there professional diploma in advertising is a qualifying certificate for registration into the advertising profession. And the basic qualification for enrolment into their programme is a bachelor?s degree or the higher National Diploma in any discipline.
In the advertising practitioners Act No 55(1) of 2007 regulate the advert and sales promotion to protect the interest of the consumer so that they will not engage in any kind of civil wrongs against the advertiser when they are not satisfied.
The advertising practitioner council of Nigeria (APCON) was subsequently established by the Act NO 55 of 1.
1.2 ORGANIZATIONAL CHART
DIRECTOR HEAD OF ACCOUNTS REGISTRAR
DEPUTY DIRECTOR SENIOR INTERNAL DEPUTY
(HRM) AUDITOR REGISTRAR
HEAD REGULATION HEAD REGISTRATION
ENFORCEMENT HEAD PLANNING CHIEF PERSONNEL
CHIEF LEGAL CLIENT CAREER MATTERS
MONITORING ADMIN OFFICER
THE MANAGEMENT TEAM
APCON operates through a governing council headed by the chairman who is appointed by the president of Nigeria from among the fellows of the profession.
Their day-to-day operations are performed by a bureaucracy of public servants appointed by the council.
Here, the head of bureaucracy and chief executive officer is the registrar.
1.3 AIMS AND OBJECTIVES OF THE STUDY
Governments aspire to carry out the following aims and objectives.
1. To increase interest in the way goods and services are advertised.
2. To protect the interest of the consumers.
3. Regulating advertising through free speech provision of the first amendment to the constitution.
2. Enforcing a variety of consumer protection laws to eliminate adverts that deceive the consumer.
5. Product that can affect the health must receive special regulatory attention.
1.4 IMPORTANCE OF THE STUDY
It is believed that the research study will be instrumental to advertisers and promoters or promotion practitioners of goods and services. It will also inform them of the rule of promotion in the business world and the need to abide by the rules and regulation guiding advertising and sales promotion.
It will also aid the researcher who may like to elevate into this topic. In conclusion it will inform our educational institution offering business course of the importance of government agencies in the regulation of advert and sales promotions.
1.5 THE SCOPE AND DETERMINATION OF THE STUDY
The study is REGULATION OF ADVERT AND SALES PROMOTION BY GOVERNMENT AGENCIES (A CASE STUDY OF APCON). It well cover the planning, organizing, staffing, coordinating and budgeting which are major component that help the government agency in making decision on how to regulate advert and sales promotion so as to manage the product to the satisfaction of the consumers.
? The first chapter explains the historical background of A.P.C.O.N, The aims and objectives of the study, the importance of the study, the scope and determination of the study and the limitations of the study.
? The following chapter which deals mainly on the literature review, what is advertising and sales promotion, the importance of APCON, attributed a good advertisement, activities of APCON, functions of APCON and so on.
? The third chapter is research methodology i.e. it states the methods of data collection.
? The fourth chapter deals with presentation, analysis and interpretation of data collection.
? The last chapter deals with observation, conclusion and recommendation of the study carried out.
1.6 LIMITATION OF THE STUDY
A lot of factors and constraints stood in the way of the researcher during the study which serve as an obstacle and totally disturb a more presentable research.
The research work has suffered from the following limitation.
1. ATTITUDE OF THE OFFICIAL: We find it difficult to bring out the necessary information on time but they are rather saying they are willing to give out the necessary information why some are not in the mood.
2. FINANCIAL CONSTRAINTS: Financial problem is also one of the hindrance and setbacks of this research work.
3. TIME:- The time given to this research is limited, however, the researcher tried all possible best to get the necessary and needed information.
4. INADEQUATE SCHOOL LIBRARY: Lack of modern text-books and material to carry out the project is also a constraint.