THE EFFECT OF UNETHICAL MARKETING PRACTICES ADVERTISING CAMPAIGNS IN NIGERIA

 

CHAPTER ONE

INTRODUCTION

1.1       Background to the Study

The conduct of business with respect to organizations in Nigeria shrouded in numerous unethical practices. Several cases evidencing this assertion are found in many organizations like, manufacturing companies, banks, service oriented organizations, etc. Marketing  Practices Advertising Campaigns  as a concept, can be defined as a form of communication through the media about product, services, ideas, personalities or organizations, paid for by an identified sponsor writer to promote or market products (Abayomi, 2012).

Marketing  Practices Advertising Campaigns is also controlled, identifiable information and persuasion by means of mass communication media and in its simplest sense, the word “advertising” or marketing practices advertising campaigns means drawing attention to something or notifying or informing somebody of something (Bittner, 2008).

The terms advertising was coined from the Latin word “advertere” which literally means to draw attention. This is when you are getting the audience mind in a product.  Marketing Practices Advertising Campaigns has also been of immense benefit to humanity and has contributed in no small measure to rapid industrialization and expansion processes all over the world. In fact, it has contributed in making the world a better place to live in (Asika, 2010).

The introduction of modern Marketing Practices Advertising Campaigns in Nigeria was made possible in 1859 by a newspaper called “Iwe Irohin”. It was owned by an English Reverend gentleman known as Henry Townsend. It was an eight page newspaper with four pages English version and four pages “Yoruba” version (Osunbiyi, 2006).

 According to Osunbiyi, (2006), this newspaper attracted a lot of readership, creating space for advertisement on births, weddings and obituaries, vacancies for houseboys and maids, church activities, ship schedules and other social events.  It was also revealed that  other newspaper such as the logos observer, the Eagle, the Lagos critic and others joined the music. 

The business of Marketing Practices Advertising Campains enjoyed a great boast in the 1920s as notable companies such as Releigh Bicycle, PZ, lever Brothers, Cadbury, Ovaltine and others sprang up to patronize the services of West African Publicity (WAP) who provided advertising services like radio and television - there was a considerable advancement in Radio/TV advertisement for over four decades. This began with the establishment of Western Nigeria Broadcasting Services (WNBS) and Western Nigeria Television (WNTN) by the defunct Western Religion (Obodoeze, 2012).  

At this point, it is pertinent to note that the practices of marketing advertising campaigns  in Nigeria has been legalized. The legalized was masterminded by APCON which was established by Decree 55 of 1988 amended by Decree 93 of 1992.  According to Okunna, (2008), the APCON, as produced by the code of advertising practice is charged with the responsibility of among other things.

a).        Determining who are advertisers

b).        Conducting examinations in the profession and,

c).        Regulating and controlling advertising in all this aspects and ramifications.     

The strict adherence to the provisions of this code has really made advertising an interest oriented, fascinating and fantastic professions.  

In recent years, the marketing practices advertising campaigns no longer enjoy its good essence. Following the introduction of fraudulent and unethical practices in the business of  marketing advertising campaigns, the profession is fast losing credibility and interest (Allede, 2005).

The code of Advertising practice catalogued the essence of good advertising as outlined below. The codes provides that all advertisement in Nigeria should;

a).        Be legal, decent, honest, truthful and respectful of Nigeria’s culture.  

b).        Be prepared with a high sense of social responsibility and should not show disregard for the interest of consumers and the wider Nigeria society.

c).        Conform to the principles of fair competition generally accepted in business and fair comment expected in human communication.

d).        Enhance public confidence in advertising.

Unfortunately advertisers have chosen the unethical means of practicing this profession, neglected the good sense of advertising which revolves around social responsibility.  No doubt, advertising can be ruinous when some illegal advertisers make claims that are untruce about a product of services.

Ozo, (2012), reiterates that deception perhaps, is the worse criticism of advertising in that it is assumed that information given is just to deceive the public. Ozo, (2012) stressed that we can view the effect of unethical marketing practices advertising campaigns from many angels.

Fort the most part, same advertisement are deception oriented for instance, most naturalistic hospital, both registered and unregistered, go on air or magazine pages to advertise their products. They make false claims that they cure a lot of ailments, when in actual sense, they may only cure, say bellyache. People rush to buy their drugs or concoction and eventually worsen their earlier situation (Ifedayo, 2010).

Passing off is a situation where a producer of a given product imitates, in a very close identify, the name, colour graphic design, size and shape of a product of that with a mark of quality, in order to enjoy plenty safes under the umbrella of the original product.  It is a also a form of fraud in which a company tries to sell its own product by deceiving buyers into thinking it is another product. It is against this background that this project study is being carried out to investigate the effect of unethical marketing practices advertising campaigns in Nigeria.  

1.2       Statement of the Problem

One of the biggest problems facing our country Nigeria today is unethical Marketing Practices Advertising Campaigns which is on the rise in many Nigerian organizations and media houses. In a bid to maximize profit in the prevalent get rich-quick syndrome of some fraudulent organizations, some indulge in ill-practice of marketing advertising campaigns (Abayomi, 2012).

These unethical practices thus, endanger the well-being of the society and the Nigeria culture in particular. Absolute social responsibility to the customers of advertised goods and service is not ensured due to the fact that buyers are often misted by chronic imitators. As a result of this, a lot of people have been victims of the unethical marketing practices advertising campaigns.

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