 Articles tagged: danesi
<< previous page 1 2 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
The Jews preferred Barabbas, a rebel and criminal, to our Lord and saviour Jesus Christ- what a shame! It is no different today- how we are made second/third class citizens in our society, where we work, in our family, etc. How we are constant targets of slander, hatred, humiliation, bully, harassment, discrimination, victimisation, etc. All because of the FAITH that we profess! written by Yusuf Danesi
While a couple of pages achieve unity whereby each story contributes significantly to the total page design, a few others fail as they carry a collection of stories, each of which tries to get the readers’ attention. The danger here, however, is the possibility of having a page appearance that is far from being unified.
To the extent that most typographic elements relate with one another harmoniously, it can be said that Billboard newsletter achieves harmony.
The flow of the newsletter’s typographic elements makes eye-contact by the reader an experience to savour. The reader is taken round the page with a beautiful presentation of the elements, e.g. its adoption of a combination of horizontal-cum-vertical make-ups only makes reading a delight.
written by Yusuf Danesi
I topped up my mobile phone in Nigeria, made a call and sent an SMS. The next day I tried sending a text message but I could not. I checked my balance and everything was gone! A colleague gave me a customer service line to call but I never got through though I loved the jazz music in the background. Surprisingly, the network’s image maker, my friend of 16 years, for once, did not reply my SMS. Same thing had happened last December as I arrived in Nigeria from the UK, removed my Vodafone SIM and inserted my local card so as to alert my waiting family at the airport of my presence. There was no credit on my phone- but I loaded it three weeks earlier as I was departing Nigeria! 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
The day other day, I was asking my lovely wife about the Maltina extensions- strawberry, pineapple, exotic fruits, etc. (she is a maltina person) because I was not getting to hear about them anymore. I was really sad when she said that they were no longer being produced. Can this be true?
written by Yusuf Danesi
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
Practical steps in knowledge transfer include: selecting a unit that has interesting knowledge sharing; establishing a steering committee; conducting a knowledge assessment; establishing a framework for knowledge transfer; identifying an organizational goal and corresponding knowledge component; identifying the appropriate transfer process for each type of knowledge; locating current informal systems that can be enhanced; identifying resources and; developing an integrated system of knowledge transfer. written by Yusuf Danesi
The form your ad will take may not be certain because in the world of interactive media you are closer than ever to the “medium being the message.” The easy way out producing a 30-second TV spot or a page four-colour bleed print ad, and then figuring out where to run it will soon be over for Nigeria’s ad industry (Smith 2002). As a media planner in the interactive world you must evaluate each new medium based on the potential of the technology and its limitations. 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
Reaching the target audience for a brand should not necessarily require resorting to shocking or offensive material so as to stand out. Ads need to project the right image. Did you know that Volkswagen ads made fun of the car? A slogan for one of the ads was “ugly is only skin deep” because it has a lighter, more spirited image (Grace Butland 2000). The manufacturers started with a well-defined image and built their advertising around that image written by Yusuf Danesi
Ours is now a brave, new world, replete with alternatives to straightforward advertising. P&G recently embraced channel planning which is about putting media or communications planning at the front end of one’s campaign creation. The organization realizes that the first step in any marketing programme is to understand one’s consumers and how they might be reached rather than what might be said to them.
Channel planning is about trimming traditional media ad budgets and spending more on other marketing activities written by Yusuf Danesi
Our traditional media owners should find ever more pressure to prove their value in the marketing mix. Ambitious advertisers should learn to project marketing messages into the digital fabric of online games. When will the proverbial light bulb light up for Nigeria’s marketing communications industry? Why can we not take a cue from BMW, for example, which has looked for other media that are invited into consumers’ homes, e.g. the groundbreaking BMW films on the Internet? What if we experience the “TiVo” syndrome? TiVo pioneered digital video recorders (DVRs) in 1999 which make it possible for you to skip advertisements. What if our market is flooded with interactive televisions? Are these threats or challenges to our marketing communications industry?
Larry Light, global chief marketing officer at McDonald’s once remarked openly that broadcast-centric model was dead. According to him, “mass marketing today is a mass mistake.” Nigerian advertisers need to be more concerned than ever about getting value for money.
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
We should also have vital statistics such as, which marketing segment helped keep our print media healthy in 2004; examples are retailers, automakers (distributors?), telecommunicators. What was the total advertising spend in print for 2003 and what percentage increases did the various media experience? How much did Vmobile, for example, spend in measured media last year? written by Yusuf Danesi
In reality, advertising is a valid component of modern life. Paradoxically, however, all products, packaging and services have some environmental impact, although the degree varies from one to the other. written by Yusuf Danesi
I feel beer advertisers should complement APCON'S role by monitoring themselves, e.g. the Beer Institute, an American group comprising Miller, Coors and Anheuser - Busch, does have a marketing and advertising guide that contains suggestions for what should and should not be in advertisements. Also, the Union of Russian Brewers has a "Code of Honour", which guides its advertising.
written by Yusuf Danesi
However, obesity is not confined to rich industrialised countries. In Egypt, surveys of 4-year -old children reveal that over 25 per cent of them are overweight or obese. In Nigeria and Kenya between five per cent and 10 per cent fall within these categories. The most likely causes, according to WHO, are redundant physical activity and over-consumption of energy-dense convenience foods. written by Yusuf Danesi
When, recently, a leading Nigerian advertising figure with much foreign exposure, openly declared that agencies were satisfied with traditional media and that they would rather stick to them, my heart sank. May be this eminent ambassador of our industry is unaware of the untold havoc wreaked, for example, by NEPA (now PHCN) on advertisers’ ROI. << previous page 1 2 next page>> |
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