 Articles tagged: Yusuf
<< previous page 1 next page>> written by Yusuf Danesi
The Nigerian advertising industry should honour the memory of late Chief Olu Adekoya by reviving the Forum for Advertising Practitioners, which was his brainchild. Launched in October 1997, the Forum was charged with the responsibility of fashioning a future for the outfit and organise elections. It aimed to create a favourable atmosphere for advertising practitioners of all grades registered by APCON to meet on a social and professional platform for meaningful interactions. written by Yusuf Danesi
I decided to travel by Virgin Nigeria to London last December primarily because I considered its association with Virgin Atlantic. Also I could not imagine Virgin Nigeria without thinking about Richard Branson, who is so passionately committed to the Virgin brand such that it resonates across the Virgin Group of companies, which include international music mega-stores, air travel, mobile, financial, retail, music, Internet, drinks, rail, hotels and leisure, with about 200 companies in over 30 countries. written by Yusuf Danesi
A trip scheduled for 5 p.m. on a Sunday, saw us checking in from 1 p.m. and nobody said anything about an impending delay. At the check-in lounge I bumped into a former post-graduate school mate who was also traveling to London but with her family and I engaged the husband in a discussion. Ironically it was from him that I learnt that our flight would not take off until 8.30 p.m. despite personally approaching the check-in staff more than thrice earlier to know what was responsible for the delay. All I could get from them was: “we shall soon leave.” There was no announcement at all to explain the problem and I also noticed that affected passengers behaved like they were used to delays. written by Yusuf Danesi
How do our advertising practitioners survive all these laws? While speaking with Charles Chijide, rpa, managing director of Charella Nigeria Limited, a frontline outdoor advertising company based in Lagos, I found that multiple taxation had always been the bane of outdoor advertising practice in Nigeria. A well-traveled professional, Chijide strongly believes that there should be specific and uniform tax laws governing outdoor advertising in the country rather than the multifariousness presently being witnessed. written by Yusuf Danesi
Why are Nigerian lawyers not advertising? I understand that a twin-reason is the need to protect the consumer and to protect the public’s perception of the profession. The latter reminds me of a good friend who would not stop asking why “most” Nigerian lawyers speak bad English. Is it not amazing that English, which is the lawyer’s medium of communication, is seen by my friend as the solicitor’s albatross? The lawyer should simply be a master of the language. I have a lawyer-nephew who speaks and writes good English and I also know another who speaks good English but writes poorly. However, she is just fantastic compared to many people I know who went to school to study mass communication but speak the precious language in their native dialects.
written by Yusuf Danesi
New in the UK sometime this year while vacationing, I needed to convert my traveller’s cheques to pounds sterling and so I headed for Barclays Bank. Why on earth did the teller and her supervisor make me sign each cheque before disclosing their commission-charge? HSBC, upon approaching them, said they would have cashed the cheques for me at 0% commission if I had signed before them! 3% commission was a lot of money especially when you consider that my bank in Nigeria had made its own deduction from my account- was it painful! Thomas Cooke, owners of the TC was even talking of 5% commission! The Post Office also offered 3% but said I had voided the cheques for not signing before its staff. written by Yusuf Danesi
However, I am disturbed that the network might, unintentionally though, be taking its customers for granted. I cannot just understand why it had to undergo name change about four times in five years- yet we, subscribers, are still loyal! Before I traveled out on vacation lately, I was only reading in the papers that my network was about to be “acquired” once more by a foreign company but by the time I returned, I was initially confused by the rapid changes it had undergone in just 30 days!
written by Yusuf Danesi
written by Yusuf Danesi
As digitization came to be discussed on the agenda, with the NBC appealing to stakeholders to brace up for the transition (from the current analogue format), there was an understandable panic among media owners because they usually have trouble understanding technology, and really do not want to see change on their watch. It was a shame that ‘advertising’ became the ‘scapegoat’ as media owners held agencies responsible for their licence renewal indebtedness to the NBC. written by Yusuf Danesi
Your logo is a component of your brand identity and consumers’ perceptions of the roots and origin of your brand are crucial to its strength. The first Kellogg’s product (corn flakes) for example, started out in 1876 at a health institute which specialized in ‘purifying’ the soul through a grain-based diet. written by Yusuf Danesi
The brand will not continue to be an image established through print and broadcast media; it will function as a measure of relationship capital as customers gain new power. Someday media will converge whether we like the idea or not and anybody can own media. Our ad agencies should be smart enough to change their approach to supporting their clients’ brands in the digital world. written by Yusuf Danesi
Wireless advertising will do well in an environment whose population is mobile oriented, e.g. Japan, where most people walk and not drive, thereby making it easier to interface with the device. The Japanese phone screens (wide) are also tailored toward surfing; wireless devices can be used for Internet access. Because wireless is an entirely new medium, it requires an entirely new approach to marketing and advertising (David Haskin 2001).
written by Yusuf Danesi
I do not agree with some of my professional colleagues who preach that we should not take ads seriously while basing their conviction on the slogan “creative light-heartedness and freedom of expression.” Advertising is a pervasive, powerful force that shapes attitudes and behaviour in today’s world that it would be foolhardy not to take commercials that seriously! written by Yusuf Danesi
What does the future hold for advertising in Nigeria? It is assumed that we would experience political stability and our economy would be favourably responsive. These are vital variables for any meaningful human endeavour, advertising inclusive. The future therefore cannot but be bright and unlimited considering the fact that without advertising support, the media communications industry would almost grind to a halt written by Yusuf Danesi
These advertisements are targeted at men for the simple reason that sex is just one of our basic strong emotions. And advertisers will always attach their products to these basic emotions in order to sell them written by Yusuf Danesi
Do you still remember our own immoral outdoor advertisement for a condom brand and the issues it generated? We are starting to find it difficult to protect our children from suggestive subjects and images that they are not emotionally and psychologically prepared to handle. Do we not owe our children the duty of protecting them and guarding their childhood? There is no doubt that things have changed from being decent and proper, to being indecent and morally corrupt. written by Yusuf Danesi
I find the market age concept interesting. In their research paper, “What to say when: Advertising Appeals in Evolving Markets,” Chandy et al submit that market age is crucial to understanding the inverse relationship between motivation and ability to process ads. For a particular product or service, one market is considered older than another if the product or service has been around and enjoyed advertising longer in the first market than in the second market. Market age therefore refers to the length of time that a product or service has been available and advertised in an identified market written by Yusuf Danesi
I wonder how we will be able to maintain our editorial integrity if we are on the pay-roll of advertisers and their communication agents. It even gets murkier when we allow our reporters to be sponsored on local and foreign trips or allowed to be given “professional” awards by these same organizations or their affiliates.
written by Yusuf Danesi
Enyimba F.C. could collaborate with MTN in a promotion to persuade fans to vote for their favourite player on an AIT telecast, for example. These three organizations would share the text revenues, which average between N12 and N15. However, by the time we have multimedia messages, complete with colour video and music, the revenue would move up. Proactive companies will then build up files of cell phone numbers whose owners opt-in for advertising. << previous page 1 next page>> |
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