Internet Use Abuse or Misuse by Advertising Practitioners in Nigeria

Internet Use, Abuse or Misuse by Advertising Practitioners in Nigeria

Project / Seminar Material
Reference ID: PS-24460-TM

DEDICATION

This research material titled “Internet Use, Abuse or Misuse by Advertising Practitioners in Nigeria” is dedicated to God for his enabling grace, and to all computer enthusiasts who contributed to make life a pleasant experience during my research documentation.

ACKNOWLEDGEMENT

I extend my sincere gratitude to all those who contributed to the completion of this project. Special thanks to my Supervisor (Name of your Supervisor), the Head of Department (Name of your HOD), the Lecturers in the department of Mass Communication (MC), Book Authors and Profound Scholars of existing or related project material on “Internet Use, Abuse or Misuse by Advertising Practitioners in Nigeria” for their invaluable guidance, support, and expertise throughout the journey.

I am also grateful to your study area (mention any funding organizations, if applicable) for their financial assistance. This research would not have been possible without the encouragement and assistance of some stakeholders (mention any mentors, teachers, or colleagues). Additionally, I would like to acknowledge the understanding and patience of my family and friends during this endeavor. Your unwavering support has been a constant source of motivation. Thank you all for being part of this meaningful endeavor.

Internet Use, Abuse or Misuse by Advertising Practitioners in Nigeria

TABLE OF CONTENTS

PRELIMINARY PAGES

CHAPTER ONE

INTRODUCTION

  • 1.1 Introduction
  • 1.2 Background of Study
  • 1.3 Statement of Problems
  • 1.4 Aim and Objectives of Study
  • 1.5 Research Questions
  • 1.6 Research Hypothesis
  • 1.7 Significance of Study
  • 1.8 Scope of Study
  • 1.9 Limitations of the Study

CHAPTER TWO

LITERATURE REVIEW

  • 2.1 Introduction
  • 2.2 Conceptual Review
  • 2.2.1 Advertising Practice in a Digital Age
  • 2.3 Overview of Nigerian Online Advertising Landscape
  • 2.4 Challenges Faced by the Online Advertising Industry in Nigeria
  • 2.5 Theoretical Framework
  • 2.5.1 APCON and Regulation of Online Advertising in Nigeria
  • 2.6 Empirical Studies

CHAPTER THREE

RESEARCH METHODOLOGY

  • 3.1 Introduction
  • 3.2 Research Design
  • 3.3 Population of Study
  • 3.4 Sampling and Sampling Technique
  • 3.5 Validation of Research Instrument
  • 3.6 Method of Data Collection
  • 3.7 Method of Data Analysis
  • 3.8 Questionnaire
  • 3.8.1 Interview
  • 3.8.2 Key Informants Interview
  • 3.8.3 Observation
  • 3.9 Statistical Analysis

CHAPTER FOUR

DATA ANALYSIS, RESULT AND DISCUSSION

  • 4.1 Introduction
  • 4.2 Presentation and Analysis of Data
  • 4.3 Test of Hypothesis 1
  • 4.4 Discussion of Findings

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION

  • 5.1 Introduction
  • 5.2 Summary
  • 5.3 Conclusion
  • 5.4 Recommendation

REFERENCES

APPENDIX A - “QUESTIONNAIRE”

ABSTRACT

The study scrutinized the Internet Use, Abuse or Misuse By Advertising Practitioners in Nigeria using Advertising Practitioners Council of Nigeria as a case study. In achieving this aim, the following specific objectives were laid out to find out Advertising Practitioners Council of Nigeria’s position regarding Internet advertising and determine the effects of the Internet on advertising practice in Nigeria. Internet advertising has come to stay and as the new media advertising platform continues to expand and mutate; the issue of regulation will continue to arise. The research design used in this report is descriptive design, utilizing questionnaire method to obtain information from the respondents for this project. A total of 200 (two hundred) respondents were selected for this study to represent the entire population of the study. For null hypotheses were formulated and tested using the one-way ANOVA and the t-test statistical tools at zero point zero five (0.05) level of significance. Primary data were collected from the primary source which questionnaire was used as an instrument of data collection while secondary data were sources from textbooks, journals, newspapers and the internet were employed. The data were presented on a frequency distribution table and analyzed using simple percentage, while hypothesis was tested using chi-square test. The study will be of great benefits to individuals, families, groups, agencies, organizations and governments, experts are dissecting the activities of the profession and identifying its hitherto unknown consequences. It is recommended that APCON should organize an International Regulatory Conference where selected stakeholders such as advertisers, advertising agencies, bloggers, web publishers, the academia, professional journalists as well as citizen journalists would rub minds on how best to regulate Internet advertising in Nigeria.

Internet Use, Abuse or Misuse by Advertising Practitioners in Nigeria

CHAPTER ONE

1.1 Introduction

Advertising is an age-long communication instrument employed by manufacturers of goods and providers of services to promote and market their products and services. Over time, different methods and tools have been applied with the overall objective of persuasively convincing potential consumers to patronize the advertised product (Aliede, 2006; Nwosu & Nkamnebe, 2006; Anyacho, 2007; Richards, Daugherty & Logan, 2009; Sindhya, 2013). In rural communities, crude methods like the use of hawking with words of mouth, bells, whistles, drums and the like by sellers along streets and in open markets to attract customers‟ attention to products and services are still in use.

As a prelude to other parts of this study, this chapter will discuss the background upon which this study was initiated, the statement of problems that led to this study, the Aim and Objectives of the study. Others are Significance of the study, Scope of work, Research hypothesis and questions, Limitations of the Study and Definition of technical terms.

1.2 Background of Study

Internet advertising has evolved dramatically since its inception in 1994 when the first banner adverts appeared on the Hotwired site (Adams, 1995 as cited by Li et al., 2002). The advent of the Internet brought with it a lot of issues, some positive while some are negative. Several vistas of human endeavor have also been impacted by the new media. Many professions, associations and institutions in recent times, have their own story to tell regarding new media and its associated technologies. The Advertising Practitioners Council of Nigeria (APCON) as a body which has the duty of regulating the advertising profession in Nigeria seem to have a lot on their hands with over 93 million Nigerians said to be internet users (PM News, 2015).

In Nigeria, formal advertising started with the establishment of the West African Publicity Limited, by United Africa Company (UAC) to provide marketing support services to the company. This was to later transform to Lever International Advertising Services (LINTAS). The entrant of the mass media, especially the electronic/broadcast, transformed advertising as their massive outreach, linguistic barrier breakage, audio-visual quality, immediacy and use of animation, among others, not only strengthened advertising, but also took it to greater heights. The multi-faceted approach at the disposal of advertising, with the readiness of businesses/sponsors to take the advertising bills, propelled the massive boost witnessed by businesses which aided the industrial revolution in the United States of America (Aliede, 2005). Needs are tailored by the mass media to create public demand for utterly useless commodities, each carefully engineered to deteriorate after a predetermined period of time. The plundering of the human spirit by the marketplace is paralleled by the plundering of the earth by capitalism.” Lightcap & Peek (2012), Talafuse & Brizek (2012), Samar & Samreen (2015), Adigun & Akinbinu (2017) observe that the change it has brought to the advertising industry is unimaginable. Jain & Yadav (2017) sum it up by stating that technology has totally altered the perspective of marketing.

Therefore, in Advertising Practitioners Council of Nigeria where the research was carried out, the activities that was conducted is to know the Internet Use, Abuse or Misuse By Advertising Practitioners in Nigeria.

1.3 Statement of Problems

Investigation reveals the influence of advertising tends to be contentious, even with the advent of digital technologies that have brought more opportunities for increased output and impact. However, Akhagba (2014) maintains that the emergence of the new media in the field of advertising has set a standard for advertising practitioners and agencies to brace up for the highly competitive industry.

Television, radio, newspapers and magazines are no longer the exclusive platforms for relaying advertising messages. The new media have entered the scene and as it were, getting and gaining their fair share of the ‘advertising cake’ thus liberalizing the advertising landscape. One therefore wonders how the advertising regulatory body in Nigeria popularly called the Advertising Practitioners Council of Nigeria, APCON is coping with the advent of these new trends in advertising landscape. This paper therefore seeks to examine the position of APCON on the use of the Internet by advertising agencies, practitioners and individuals who engage in online advertising.

1.4 Aim and Objectives of Study

The aim of the study is to scrutinize the Internet Use, Abuse or Misuse By Advertising Practitioners in Nigeria using Advertising Practitioners Council of Nigeria as a case study. In achieving this aim, the following specific objectives were laid out as follows:

  1. To find out Advertising Practitioners Council of Nigeria’s position regarding Internet advertising
  2. To identify the extent to which the Internet poses a challenge to the practice of advertising in Nigeria
  3. To determine the effects of the Internet on advertising practice in Nigeria
  4. To determine the degree of compliance in Internet advertising to the basic principles of advertising
  5. To ascertain the impact of digital technologies on the practice of advertising in Nigeria.

1.5 Research Questions

The study came up with research questions so as to be able to ascertain the above stated objectives. The specific research questions for the study are stated below as follows:

  • What is the current position of APCON on Internet advertising?
  • What extent of challenge does the Internet pose to the practice of advertising in Nigeria?
  • What is the degree of compliance to basic advertising principles in Internet advertising?
  • What effects does Internet advertising have on advertising practice in Nigeria?
…

CHAPTER TWO

2.0 Literature Review

2.1 Introduction

This chapter focuses on the review of related literature. A literature review includes the current knowledge as well as theoretical and methodological contributions to a particular topic. It documents the state of the art with respect to the topic you are writing. It surveys the literature in the topic selected. In this research work the literature review includes the …

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