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Influence Of Advertising Messages On Caritas University Undergraduates’ Patronage Of Goodmorning Cornflakes
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Hussain (2012} in his own view stated that the exact beginning of modern
advertising can be traced to weekly newspapers in London that began
running adverts in the 17th century. He further explained that the
prolific businessman, inventor and statesman Benjamin Franklin published
notices of “new advertisements†of products and services as early as
1729 in his Pennsylvania Gazette and the fact that it was still a
revolutionary concept is evidenced by the fact that many papers refuse
to run adverts. Highlighting its existence in Nigeria advertising has
been part of commercial activities even before the arrival of white men
remarks Abayomi in Okunna (2002, p.86}. Quoting Ogbodo (1990}, Abayomi
in Okunna pointed out the common practices in our localities like what
the town criers do, hawking and displaying of available wares were the
earliest method of advertising in Nigeria. This is still obtainable in
the free market as sellers cry above their voices to draw the attention
of buyers wares.
The introduction of modern advertising in Nigeria
was made possible in 1859 by a newspaper called “IweIrohin.†It was an
eight page newspaper with four pages English version and four pages
“Yoruba version†owned by an English reverend gentleman known as Henry
Townsend. The newspaper attracted a lot of readership, this created
space for advertisements on births, weddings and obituaries, vacancies
for houseboys, and maids, church activities, ship schedules and other
social events.
Abayomi in Okunna (2002, p.86} records that other
newspapers such as Lagos observer, The Eagle, The Lagos critic and
others joined the activity. The business of advertising experienced a
great boost in the 1920s as notable companies such as Raleigh Bicycle,
Pz Lever Brothers, Cadbury, Oval tine and others sprang up to patronize
the services of the west African Publicity (WAP} which provided
advertising services like radio and television. There was considerably
advancement in radio/tv establishment for over four decades. These began
with the establishment of western Nigerian Broadcasting Services (WWBS}
and Western Nigerian Television (WNTN} by the defunct western region.
(Okunna, 2002). The legalization of advertising in Nigeria was
masterminded by Advertising Practitioner‟s Council of Nigeria (APCON)
which was established by decree no. 55 of 1988 and amended by decree no.
93 of 1992.
APCON as produced by the code of advertising practice is charged among other things with the responsibility of;
1. Determining who advertisers are.
2. Conducting examination in the profession and
3.
Regulating and controlling advertising in all this aspects and
ramifications. The strict adherence to the provision of this code has
really made advertising an interesting, fascinating and fantastic
profession
Inrecent years, the practice of advertising no longer
enjoyed its good essence. Following the introduction of fraudulent and
unethical practice in the business of advertising, the profession is
fast loosing credibility and interest.
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ABSRACT - [ Total Page(s): 1 ]The main purpose of this study is to find out the influence of advertising on Caritas University undergraduates´ patronage of Goodmorning cornflakes. The study adopted the survey research method using the questionnaire as its research instrument. Out of 100 copies of questionnaire distributed to the respondents who were undergraduate students of Caritas University, 100 copies were retrieved. The study asked among other questions: what type of influence do advertising messages have on your pat ... Continue reading---
