Evolution of Advertising in Nigeria
The Nigeria Advertising had its humble beginning rooted in colonial history, advertising development could be traced to about 1928 with the birth of West African Publicity Limited. An off shoot of UAC, the company was set up to cater for the marketing activities of the colonial masters in both Nigeria and West Africa. This company was later to transform to a full fledged advertising firm in 1929 known as Lintas with two other subsidiaries newly Afro media, the outdoor medium and Pearl/Dean, the cinema arm. With the setting up of the companies then headed by expatriates, the companies were to enjoy a monopoly for a long time to come it was not until 1950’s when other advertising agencies started to emerge on the scene. Ogilvy, Benson and Martha (OBM) and Grant were later to join the fray to form the big three in the industry.
The medium of advertising was in its infancy in those days Federal Government owned National Broadcasting Corporation (NBC) where he only television stations that operated in the four regions of East, West, North and later Midwest. These regions later set up their private stations pioneered by the West, at Ibadan, prior to independence. In 1960 and 1962 respectively, Enugu and Kaduna followed suit. And with the creation of more regions by the General Yakubu Gowon (rtd) administration and creation of more states by both Alhaji Shehu Shagari and Ibrahim Babangida regimes, more state government-owned television and radio stations were established.
Daily Times, Express, Tribune, New Nigeria and Sketch were among the fore-runners in newspaper publishing. Some state governments also published newspapers that addressed their local audience. Two major magazines- Drum and Spear from Daily Times stable were also at the time published.
Between the early 1960’s and 1970, there was no spectacular development in the industry. But the promulgation of Nigeria Enterprises as promotion Decree of 1972 popularly...
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