Connect with us

Opinion

Threats, Gains Of Advertising

Published

on

The age of the mass media was first predicted by Robert Louis Stevenson when he said; “soon men will not live on bread alone but by catch words.”

Today, this prediction is made manifest in view of the increasing global competition among marketers to sell their products. Through promotional offers and commercial inducement, humanity is yoked under financial and emotional burden as it waddles between the very option of genuine choice and need and what analyst call “an obligatory commitment to product patronages” in its most ubiquitous sense of offer .

The dynamics of the advertising industry requires that marketers keep constant touch with their client without been slackened or overtaken by other competitors. Humanity is therefore placed at the receiving end of decisions set by large corporations to which we are gravely alienated in suggestion making, but whose overbearing influence and dictates we yearn to satisfy our endless cravings for comfort, convenience, leisure among other necessities that are central to human existence.

Advertising agencies are aware of human’s handicap to get off the treadmill of unbridled  consumption of his endless needs. They know that humanity is confronted with the challenges of choice amidst several competitive elements, and as stated by Patrick Rivers, they know that, “humanity finds it difficult to rediscover what his genuine needs are, rather than accept what he is told he desires, or what he allows himself to become lured to demand”.

Advertising therefore becomes the basic parameters for companies and marketers to keep in business and maintain their relevance to the public whose conviction must be based on clearly conceived and intended messages.

To command the confidence of the public, advertisement messages must go beyond mere commercial gimmicks and be truthful and reliable. This is because if language is not in accordance with the truth of things, the messages of advertisement will be valueless.

The need for reliability in advertisement messages is buttressed by the works of Alexis de Tocqueville, who wrote down the basic principles of communication, “A false notion which is clear and precise will always have more power in the world than a true principle which is obscure and involved.”

In compliance with this basic communication principle, an advertisement message intended to be used profitably to achieve a good marketing objectives must be clearly positioned on the basis of conciseness, uniqueness and clarity in addition to a nexus of other creative variables.

Advertising has come to cover the whole range of human needs through the combination of real creative imagination and a deep study of human psychology. This is because it brings to the greatest number of people actual knowledge of useful things, it becomes an essential form of education.

The general raising of the standard of modern civilization among all groups of people during the past half century would have been impossible without the spreading of the knowledge of higher standards by means of advertising. Advertising thus nurses the consuming power of man. It creates wants for a better home, better clothing, better food and other desirous things of life, it spurs individual exertion and greater production.

According to Henry Beechen, “the advertisement in newspaper are more full of knowledge in respect to what is going on in a state or community than the editorial columns.”

You can therefore tell the ideals of a nation by its advertisement. In a way, doing a business without advertisement is like winking at a girl in the dark. You know what you are doing but nobody else does.

However, the major challenges facing marketers in today’s competitive environment is how to sustain their brand identities through effective advertising and positioning to capture the mind of consumers. This challenges objectives and results to the advertising agencies sometimes making bogus claims which are flouted  in the long run.

Doctor Samuel Johnson once wrote: “Promise, large promise is the soul of an advertisement.

But today people are beginning to hold up companies to their promises and claims. They are fed up with having their intelligence insulted and their pockets robbed. They have thus decried other justifiable means of holding these agencies to their sense of responsibilities. The inability of some companies to live up to these challenges has led to the demise of their products while consumers of such brands have diverted to using other brands which may not be as useful as the oscillating brand. As consumer’s taste widens, brand identities also pose serious challenges to marketers who must strive consistently to relay the efficaciousness of their brand to their teeming consumers lest they lose them in the face of such glaring competitions.

Skillful advert practitioners are therefore in the face of this widening competition among brands and products, adopting massive strategies to bait the attention of the public by making flower arrangement of the facts, placing them so that the wilted and less attractive petals are hidden by sturdy blooms. This form of advertisement is designed to delude the public and hold their attention to win them over.

The target of these advertisement practitioners is basically to advance their merits over other competitors.

The secret of advertising is a simple message that everyone can understand and respond to provided it is not a facile move to deceive the audience all in the name of selling a product.

Perhaps, advertising in the final analysis should be news. If it is not news, it is worthless.

A good advertisement message is one that educates the people on the use of product in addition to luring consumers to the point of purchase. However, without any intention to demean the advertising industry in Nigeria, there are glaring indications that the industry is faced with grave challenges. Like every other field, there are professional challenges to grow at pace with modern trends. There are also challenges of strategic breakthrough. Rather than identifying their consumers, and packaging the appropriate messages for them, and the quality of brands to put across, attention is geared towards glamour and humour in advertisement messages, which inadvertently appeal to the public as entertainment programmes rather than capturing their mind.

Thus, most foreign products have taken over the market through qualitative advertisement, reducing patronages of local products. The regulatory body of the industry in Nigeria, the Advertisement Practitioners Council of Nigeria (APCON) has a lot to do in this regard. It has to moderate the industry to respond to global imperatives, and trends. This include an unwinking   alert against the activities of infiltrators. Advertisement as a concept is required in our daily life, and it is prone to constant review and update in line with the dynamics of human needs and consumption.

 

Taneh Beemene

 

Continue Reading

Opinion

Helping Local Poultry Curb Protein Deficiency

Published

on

The Third National Development Plan in Nigeria (1975-1980) envisaged accelerated agricultural growth as being essential for future nutritional growth and emphasized the need for qualitative rather than quantitative food output. This was followed by the publication of a national food balance sheet by the Federal Ministry of Agriculture and Natural Resources which revealed the critical extent of essential foods deficiencies in the country.
The target was the improvement of production management, the breeding and feathering of livestock as well as the provision of veterinary services.
From the period of the plan till date, the dream of attaining the required nutritional growth for the Nigerian populace had remained a far cry as outputs of animal products still fall below the minimum nutritional requirements.
Poultry, which involves the domestication of birds (fowls, turkeys, ducks and geese) kept for egg or meat production, is the quickest source of meat and its production process involves the least hazardous and arduous in relation to other livestock enterprise.
Hence, increased poultry production is one of the surest and quickest ways of bridging the animal protein intake gap in the developing countries of the world and in Nigeria, most importantly.
Although the task of bridging this protein intake gap appears formidable in view of the present economic and technological constraints besetting the livestock industry, its importance and the need to make it a reality must not be overlooked.
Known for its significant contribution to human nutrition and economic development, the poultry sector, according to Alabi and Osifo (2014) constitutes more than 57% of the total livestock production in Nigeria with many going into it for either meat, egg or both production.
With the ever increasing population of Nigeria, the poultry industry has not been able to meet up the animal protein need of the populace even as it has all the potentiality of providing the protein need of man. Many people still find it difficult to eat an egg in a year against the recommended average of 240 eggs in a year per person.
This indicates that despite several actions by both the government and few individuals, the chronic deficiency in qualitative food output still yearns for solution.
However, talking about solution, the problem of insufficient supply of hatchable eggs and day-old-chicks must be addressed. It has been observed that at certain periods of the year, hatchable eggs and day-old-chicks (DOC) go out of supply even with substantial amount of import, a situation that subjects peasant poultry farmers to booking for order and waiting for weeks without result.
Worst still, when these orders are eventually made available, almost all the farmers end up brooding birds at the same time and the result is an eventual egg glot in the market. Therefore, egg production calendar is now marked by glot and scarcity periods, as a result of irregular supply of the source of chicks and eggs.
For farmers in Rivers State, what can be a worse experience and set back than lack of adequate qualitative feed appropriate to the ages of the birds?
While farmers in the West and North, who have the privilege of proximity to source of raw materials are at liberty to formulate their feeds to desired standards, the Rivers State farmers see it as a very critical factor in poultry management.
They remain at the mercy of the commercial feed producers from the West who are more concerned about their profit even when the quality of the finished feeds tends to undermine the health and eventual performances of birds.
Moreso, the transportation cost of these feeds from the west to Port Harcourt, in no small measure, increases their cost of production high above what farmers from other states incure. The result is that the farmer in Rivers State is unable to compete favourably with his counterparts elsewhere .
Port Harcourt thus becomes a dumping ground for poultry products from neighbouring states which must be sold before products from within due to a downward slash in the price of the outside products, because of cost advantage.
Suffice it to say that for farmers in the state to meet up with the protein requirements of the state, a provision of functional feed mill that will formulate standard feed to serve the farmers within the state will be a great boost to the local industry.
Apart from the afore-mentioned, the problem of the poultry farmer in Rivers State, could be purely managerial and skill-based.
Like every field of endeavour, poultry farming is one sector which requires more than any other, a careful application of managerial expertise, if one’s capital investment is to be safeguarded and profitable returns expected.
The usual orientation of backyard poultry predominant in the western region of Nigeria has left many with the psyche that poultry business is an all-comers affairs, that could be started at any time without adequately counting the cost of commitment.
This has not just led to the abrupt abortions of many such ventures, but had in most cases devastated some homes who had put in fortunes, probably their retirement benefits just to make ends meet through poultry farming.
The later therefore, poses great concern as to the right attitude towards poultry farming.

By: Sylvia ThankGod-Amadi

Continue Reading

Opinion

Still On Twitter Ban

Published

on

Since the Federal Government of Nigeria banned twitter, there have been multiples of unintended consequences on the trail. First SERAP and about 176 Civil Society groups dragged the federal Government to ECOWAS court.
Every public discussion in the public space has been inundated with what many have described as a clamped down on the rights of Nigerians, to express themselves on the activities of government.
The Government of the United States has since condemned the ban, saying it is against the rights of Nigerians to express themselves in a democratic setting.
Several European countries too have taken the same route to give a knock on the ban.
The Nigeria Government had summoned the Ambassadors of these countries to brief them on the issue.
The suspension of twitter which is a micro blogging platform has become a festering sore on the face that cannot be covered. All attempts to justify the suspension do not seem to satisfy the international community and civil society groups.
The Federal government was irked by the penchant of twitter in encouraging contents that threaten the sovereignty, peace and stability of Nigeria.
The tweets of the leader of the outlawed IPOB, Nnamdi Kanu to say the least provoked a lot of concern.
Worse still the tweet of president Buhari was deleted with much dishonour, leading to angst and bitter reprisal.
Twitter did not treat the president of the largest black nation with respect and the honour he deserves.
Despite all entreaties by government across the globe, the Federal Government of Nigeria through the vociferous minister of information Lai Mahammed has come up with conditionalities for the lifting of the ban or suspension. A recent press statement by F.G insists that twitter must register as a corporate entity in Nigeria and must be licensed to operate, subject to Nigerian Laws.This makes corporate sense and nationalistic to say the least.
These moves sound very reactionary rather than proactive. Shouldn’t FG have taken these measures earlier? Must we wait to be humiliated before putting up institutions that should guide and guard our territorial integrity and nation hood.
The socio-Economic Rights and Accountability project (SERAP) and 176 concerned Nigerians filled a suit at the ECOWAS court during the week anchored by the rights activist Femi Falana.
The group has argued that the suspension of tweeter is aimed at intimidating and stopping Nigerians from using Twitter to assess government policies, as well as expose corruption and criticize acts of official impunity by government and its agents.
The group sorts an order of interim injunction restraining the Federal Government from implementing the suspension. So much have been said on the implications of the suspension on the economy of Nigeria and those doing business in Nigeria, including media organizations.
The impacts of the suspension no doubt have consequences of losses on the media and other operatives that use the platform.
The P.D.P caucus of the Green Chambers in the National Assembly came out with strong words condemning the suspension, describing it as draconic. The group indulged all Nigerians to continue tweeting despite the government threats to prosecute users of the platform through VPN.
A Nigerian American commentator John Obidi who raised a red flag over the suspension of twitter in Nigeria described the implication of the ban as being associated with the law of unintended consequences. Nigerian Government has banned the use of twitter, but did not envisage that smart Nigerians would use VPN to by-pass the ban. In this case the United States is the default or preferred location to tweet.
The unintended consequences therefore are indications that stories which ordinarily would have been trending in Nigeria went viral in the United States.
So many Nigerians among the 40 million users have begun to tweet directly to the American audience who ordinarily would not see some of the issues that are very local to the country. Consequently, the federal government has been exposed and it is now a case of washing our dirty linings in public.
This has monumental consequences on Nigeria’s international relations and economy.
The Buhari administration has begun to have a monster reputation as being draconian and authoritarian in dealing with its citizens, despite the merit of its actions. Indeed, through VPN, the anger of Nigerians is being tweeted to the world. This is drawing global attention on domestic matters that would have remained local.
This is an unintended consequence. The law of unintended consequence can be avoided byby utilizing a thinking tool of the “second order thinking”. This recognizes the fact that by solving one problem, Nigeria may have inadvertently created another. In this case the exposure of its challenges to the world in a more shameful manner would have been avoided, but its passion to stop a platform they thought was being used by enemies of the government prevailed. The implication is that Government must always plan and act beyond their immediate obsession to avoid unintended consequences.
Unintended consequences come with unmitigated fury and blind chase of a course of action. The result is always fatal.
There is nothing wrong with Nigeria asserting its sovereignty and respect for its laws and corporate practice, by insisting that twitter must register in Nigeria. There is also nothing wrong in checking and monitoring media contents that may be inimical to the peace and stability of Nigeria. The problem lies with the inability of the institutions in Nigeria to operate in line with international best practices.
The Nigerian Government should also investigate why twitter preferred to anchor in Ghana rather than Nigeria. Something is wrong with Nigerian Ease of Doing Business parameters. The business environment is no longer favourable to Direct Foreign Investment.
No one invites a dog to a party with a big stick in the hand. Nigeria is becoming an evil snake that eats its tail.
The body language of the government of the day, has sent the wrong signals to the international community. It has become obvious that the centre can no longer hold.

By: Bon Woke

Continue Reading

Opinion

Freedom To Move And Settle

Published

on

Far back as May 1964 there was a security report about some secret plans to use cattle to foster expanded settlements and population figures. It was unfortunate that those involved in putting together that report were not only reprimanded and cautioned, but reposted to other beats. Between that time and 1970, cattle were involved in census controversy, movements of troops and land acquisition. This issue is raised because of a habit of discarding a message because of the status or face of the messenger.
Controversies, shenanigans and attacks following a recent meeting of 17 Southern Governors and the positions they articulated on national issues, clearly portray the old suspicion of some hidden agenda. While Northern Governors, Elders and Youths had been meeting and taking decisions on national issues without much ado, a similar meeting by Southern Governors creates alarm. As to be expected, we can see the old game of creating a division in family meetings for the purpose of forestalling or weakening solidarity.
The integrity of a nation is such that no individual or a group of persons, no matter how highly placed, should do anything to undermine it, without being called to order. The Tide newspaper of Monday, January 21, 2019, carried a headline news, saying: “Obasanjo Slams Buhari Again, Says Another Abacha Era Is Here; INEC Lacks Integrity To Conduct 2019 Polls”. An elder statesman like Obasanjo would surely not speak carelessly without having some background facts.
Similarly, Obasanjo would not have raised a false alarm about Islamisation and Fulanisation without reliable security information. Femi Fani-Kayode was also quoted as alleging that “President Buhari’s Fulani cabal has conquered Nigeria”. He went on to say that “Northerners are heading most of the sensitive positions in the country”. The Catholic Bishop of Sokoto Diocese, Most Rev. Matthew Kuka, who is neither a politician nor a Southerner, also warned the Federal Government under Buhari against fanning embers of civil war. He said that the federal government was using different methods to achieve the goal of Islamic dominance in Nigeria, a secular state.
The Tide Editorial Comments of Friday, February 8, 2019 titled: “Nigeriens And Kano APC Rally” lamented that “two Nigerien governors were in Kano to rally support for President Buhari’s re-election”. Anyone would wonder if the integrity and sovereignty of the Nigerian nation are not being compromised, following the above observations. Foreigners voting in elections?
More importantly, the strategy of deploying cattle as the instrument of advancing some hidden agenda becomes quite glaring, with the attitude of the federal government towards numerous complaints against herders. From the issue of RUGA settlements, to the strategy of setting up a commission on herders, there are obvious indications of spirited efforts to promote some agenda, pointed out in a 1964 security report, for which some operatives were reprimanded.
In an editorial comment of Wednesday, July 10, 2019, The Tide newspaper wrote: “the Federal Government has no business intervening and lobbying for cattle rearers to spread their tentacles across all cities and communities in the country…” In another editorial comment titled No To Herders’ Commission”, The Tide (Wed; March 17, 2021) wrote “Mr Malami’s proposal for a commission for pastoralism must be rejected and consigned to the refuse heap of unhelpful and injurious initiatives as RUGA and cattle colonies because it is insincere, ill-motivated, wasteful and mere shadow-chasing venture in its intentment”.
Apart from these shenanigans, the Federal Government, under President Buhari, gave a gift of N150 billion to the association of cattle breeders known as Miyetti Allah, as a support for their business. Today, Southern Nigerians are becoming increasingly uncomfortable and also suspicious of the position of the APC-led Federal Government of Nigeria over the attitude towards the cattle issue. The level of destruction done to farm crops and the disruption of farming activities in communities in Southern Nigeria by cattle, are perhaps trivial issues that should not concern the federal government.
Some months ago, women and embittered people of Okutukutu-Epie a Bayelsa community, took their protest to the Government House in Yenagoa over their sad experiences with and threats from herders. Several other communities have pathetic tales of bitterness and woes arising from their encounters with herdsmen in their farmlands.
The question of herders occupying forests in rural communities with several herds of cattle and with no permission to settle in such forests, should be addressed promptly. Many highly-placed Northerners have condemned the decisions of Southern Governors on open grazing which they insist should continue. The issue of right of movement and settlement has been cited as a reason why herders and their cattle should have free access to anywhere, but such logic ignores the condition that right goes with responsibility. Farmers have been terrorised in their farms.
Occupying another person’s farmland and obstructing such person from his means of livelihood amounts to an abuse of right of movement or settlement, especially when such intruder acts with impunity. It is important to alert the Rivers State Government that a vast forest area stretching from ONELGA to Delta and Bayelsa States, is currently being occupied by herdsmen and their cattle. A private investigation revealed that many of the herders are non-Nigerians and, apart from having concealed weapons, they have no intention to move out. Let this hint not end like a 1964 report.
If the Fulani race in diaspora across the West African sub-region must be given a homeland to settle, like the Jews after the World Wars, then let this be an open rather than a clandestine affair. The current situation between Israel and Palestine should serve as a lesson. Sympathy cannot be won by blusters, neither should Southern Nigerians be seen as a conquered people. Southern Governors should see the “hand writing on the wall” now.

Dr Amirize is a retired lecturer from the Rivers State University, Port Harcourt.

Continue Reading

Trending