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New Media Technologies and Advertising Practice in Nigeria

New Media Technologies and Advertising Practice in Nigeria
By
Omoye Mary Akhagba
Polish Academy of Sciences, Polónia
Abstract:
The new media technological advancement has completely transformed the advertising process globally and locally as advertising professionals have found innovative solutions to creating stimulating advertisements. Advertising business in Nigeria could be traced to 1928 when United Africa
Company (UAC) established the West African Publicity Limited, to provide marketing support services for the company and its colonial masters in both Nigeria and West Africa. In 1929, this department was later transformed into a full-fledged advertising agency which was known as Lever
International Advertising Services (Lintas) and still exists till date in Nigeria having both local and global presence. This development has not only
changed the advertising sector in Nigeria but it has opened a global window for the Nigerian advertising industry and the economy as whole. The Nigerian advertising industry has contributed to economy growth and development by creating jobs and investment through international affiliations
with global advertising agencies and companies. Thus, this study examined the application of new media technologies in advertising practice in Nigeria and the extent to which advertising practitioners in Lagos apply new media technologies in the process of advertising planning and
executing campaigns. The theoretical frame work formulated for this study were based on the assumptions of the theories of technological determinism and diffusion of innovation while the survey method was utilized for this study and primary data were collected from 100 respondents through a simple random sampling method and analyzed using simple frequency tables.
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The Author

Chinenye Nwabueze

He is a Senior Lecturer in the Department of Mass Communication, Chukwuemeka Odumegwu Ojukwu University, COOU, (formerly Anambra State University), Igbariam Campus.

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