Advertising Industry Needs More Government Support, Says APCON Acting Registrar
The Acting Registrar of the Advertising Practitioners Council of Nigeria, APCON, Mrs Jedi Iyoha has called for more involvement of government in promoting the advertising industry in Nigeria.
Iyoha made this call in her welcome address at the ongoing 2019 National Advertising Conference organised by APCON in conjunction with sectoral groups in the industry including the Association of Advertising Agencies of Nigeria (AAAN), the Advertisers Association of Nigeria (ADVAN), the Broadcasting Organisation of Nigeria (BON), the Media Independent Practitioners Association of Nigeria (MIPAN) and the Newspaper Proprietors Association of Nigeria (NPAN), as well as significant stakeholders in the advertising industry, namely – Advertisers’ Forum, the International Advertising Association (IAA) Nigeria Chapter, the Experiential Marketers Association of Nigeria (EXMAN) and the Association of Communication Scholars and Practitioners of Nigeria (ACSPN).
The conference themed “Advertising in the Post Digital Age: the Profession, the Business and Nigeria’s Socio-Economic Development”, according to her, is designed to discuss every other important area of interest in the industry which are very significant for its continued existence, advancement as well as the wellbeing of both the practitioners and the economy of Nigeria.
While addressing participants, she noted that the advertising profession has been a key contributor in Nigeria’s economic system. “The profession’s activities bring positive balance and helpful social effects in our every dealing with one another, our relationship as a nation with other nations and in our existence as people.
“The prominence of our domestic investment, our ability to persuade and retain foreign investors and the acceptance of our market in the international community cannot be better put together without us – the advertising industry. We have tremendously helped in shaping our economy into what it is today.
“The industry is having a fair share of her own challenges which, we hope through this conference, we can address and consequently chart a healthier and harmonious course for the improvement of the profession and for the progress of our nation,” she said.
While noting that the advertising industry commands a great deal of influence in information dissemination, technology, commerce, politics, religion, sports, social investment programmes and so on, she said that the concept of its practice is wider now than ever before and it is still growing and getting wider. “This is an opportunity that is made for every stakeholder to be seen and to be heard. It is an opportunity to open a welcoming chapter in the advertising industry. This conference does not seek to exhaustively conclude on our ideas, thoughts or reflections but to open the door for continued conversation on the improvement of advertising in Nigeria. We must work diligently to build upon the achievements made from this event in an improved style annually.
Speaking on the need for more of government’s participation in the industry, she noted: “We are aware of government’s recognition of the potentials the industry wields in contributing to economic development through job creation, driving the rights of consumers, social change, information dissemination, promotion of national interest, protection of the environment, quality consciousness in investment, education, governmental policies, global affairs and other works of life.
“While we appreciate the efforts being made to ensure a robust and viable advertising industry in Nigeria, we strongly solicit for more perceptible support, encouragement and partnership of various levels of government with the private sector in the advertising business.
“The advertising profession is an essential bridge which requires no dichotomy between the public sector and private sector to exist. The intensification of promotional policies by government for this profession will translate to immeasurable boost on the economy.”