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Threats, Gains Of Advertising

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The age of the mass media was first predicted by Robert Louis Stevenson when he said; “soon men will not live on bread alone but by catch words.”

Today, this prediction is made manifest in view of the increasing global competition among marketers to sell their products. Through promotional offers and commercial inducement, humanity is yoked under financial and emotional burden as it waddles between the very option of genuine choice and need and what analyst call “an obligatory commitment to product patronages” in its most ubiquitous sense of offer .

The dynamics of the advertising industry requires that marketers keep constant touch with their client without been slackened or overtaken by other competitors. Humanity is therefore placed at the receiving end of decisions set by large corporations to which we are gravely alienated in suggestion making, but whose overbearing influence and dictates we yearn to satisfy our endless cravings for comfort, convenience, leisure among other necessities that are central to human existence.

Advertising agencies are aware of human’s handicap to get off the treadmill of unbridled  consumption of his endless needs. They know that humanity is confronted with the challenges of choice amidst several competitive elements, and as stated by Patrict Rivers, they know that, “humanity finds it difficult to rediscover what his genuine needs are, rather than accept what he is told he desires, or what he allows himself to become lured to demand”.

Advertising therefore becomes the basic parameters for companies and marketers to keep in business and maintain their relevance to the public whose conviction must be based on clearly conceived and intended messages.

To command the confidence of the public, advertisement messages must go beyond mere commercial gimmicks and be truthful and reliable. This is because if language is not in accordance with the truth of things, the messages of advertisement will be valueless.

The need for reliability in advertisement messages is buttressed by the works of Alexis de Tocqueville, who wrote down the basic principles of communication, “A false notion which is clear and precise will always have more power in the world than a true principle which is obscure and involved.”

In compliance with this basic communication principle, an advertisement message intended to be used profitably to achieve a good marketing objectives must be clearly positioned on the basis of conciseness, uniqueness and clarity in addition to a nexus of other creative variables.

Advertising has come to cover the whole range of human needs through the combination of real creative imagination and a deep study of human psychology. This is because it brings to the greatest number of people actual knowledge of useful things, it becomes an essential form of education.

The general raising of the standard of modern civilization among all groups of people during the past half century would have been impossible without the spreading of the knowledge of higher standards by means of advertising. Advertising thus nurses the consuming power of man. It creates wants for a better home, better clothing, better food and other desirous things of life, it spurs individual exertion and greater production.

According to Henry Beechen, “the advertisement in newspaper are more full of knowledge in respect to what is going on in a state or community than the editorial columns.”

You can therefore tell the ideals of a nation by its advertisement. In a way, doing a business without advertisement is like winking at a girl in the dark. You know what you are doing but nobody else does.

However, the major challenges facing marketers in today’s competitive environment is how to sustain their brand identities through effective advertising and positioning to capture the mind of consumers. This challenges objectives and results to the advertising agencies sometimes making bogus claims which are flouted  in the long run.

Doctor Samuel Johnson once wrote: “Promise, large promise is the soul of an advertisement.

But today people are beginning to hold up companies to their promises and claims. They are fed up with having their intelligence insulted and their pockets robbed. They have thus decried other justifiable means of holding these agencies to their sense of responsibilities. The inability of some companies to live up to these challenges has led to the demise of their products while consumers of such brands have diverted to using other brands which may not be as useful as the oscillating brand. As consumer’s taste widens, brand identities also pose serious challenges to marketers who must strive consistently to relay the efficaciousness of their brand to their teeming consumers lest they lose them in the face of such glaring competitions.

Skillful advert practitioners are therefore in the face of this widening competition among brands and products, adopting massive strategies to bait the attention of the public by making flower arrangement of the facts, placing them so that the wilted and less attractive petals are hidden by sturdy blooms. This form of advertisement is designed to delude the public and hold their attention to win them over.

The target of these advertisement practitioners is basically to advance their merits over other competitors.

The secret of advertising is a simple message that everyone can understand and respond to provided it is not a facile move to deceive the audience all in the name of selling a product.

Perhaps, advertising in the final analysis should be news. If it is not news, it is worthless.

A good advertisement message is one that educates the people on the use of product in addition to luring consumers to the point of purchase. However, without any intention to demean the advertising industry in Nigeria, there are glaring indications that the industry is faced with grave challenges. Like every other field, there are professional challenges to grow at pace with modern trends. There are also challenges of strategic breakthrough. Rather than identifying their consumers, and packaging the appropriate messages for them, and the quality of brands to put across, attention is geared towards glamour and humour in advertisement messages, which inadvertently appeal to the public as entertainment programmes rather than capturing their mind.

Thus, most foreign products have taken over the market through qualitative advertisement, reducing patronages of local products. The regulatory body of the industry in Nigeria, the Advertisement Practitioners Council of Nigeria (APCON) has a lot to do in this regard. It has to moderate the industry to respond to global imperatives, and trends. This include an unwinking   alert against the activities of infiltrators. Advertisement as a concept is required in our daily life, and it is prone to constant review and update in line with the dynamics of human needs and consumption.

 

 

Taneh Beemene

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Opinion

NDDC, A Regional Commission?

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The Niger Delta Development Commission was established by the Federal Government of Nigeria to mitigate the effects of oil exploration and exploitation activities on the oil bearing communities or States. It is worthy to clarify that some of the  NDDC states are not from South-South geographical zone. NDDC is about oil producing States, irrespective of the geographical location. South – South geographical zone is made up of six states namely; Akwa-Ibom, Bayelsa, Cross River, Delta, Edo and Rivers State. As it is today, there is no regional commission called South-South Commission. Rather, what is well-known, is Niger Delta Development Commission to aid development in the oil-bearing States. NDDC is a distinct interventionist agency of the Federal Government of Nigeria to douse down tension or agitation of the people of Niger Delta region.
Agitation by the bearing community led to the establishment of the Ministry of Niger Delta Affairs, despite being scrapped by the present administration of President Ahmed Bola Tinubu. For instance, Abia State is in South-East region and it is part of NDDC, and it will benefit from South-East Commission established by the present Federal Government of Nigeria, to fast track development of South-East Zone. So, Abia State would benefit from NDDC and South-East Commission. Abia is an oil producing state in Nigeria. In the same position, Imo State is a South-East State and also an oil producing state; which automatically makes it a member of NDDC State.  And would benefit from both commissions; and no doubt, because of being an oil producing State and by location, South-East State. Automatically, by virtue of oil activities going on in the two Eastern States, they are members of Niger Delta Development Commission.
In the line of operation, Ondo State is in South-West region and by virtue of being an oil producing State, is a member of NDDC. This no doubt, makes Ondo State a beneficiary of NDDC creation. There is no question to ask why Ondo should be member of NDDC? And Ondo State is a member of South-West Development Commission, because of its geographical location as a State in that region. So, the argument that NDDC is a regional commission is out of place. Thus, NDDC is not only for States in the Niger Delta. Another question is: is there an established commission known as South-South Development Commission, that Rivers State, Akwa Ibom, Edo, Delta, Bayelsa and Cross River should benefit from? The answer is capital No! So NDDC is not a regional commission because it is not only for the six states that make up the South- South. Hence, there is need for the present Federal Government of Nigeria, to urgently address the inequality and disparity created already.
This is because the six geographical zones have zonal commissions. The Federal Government should correct the equation. The misconception that NDDC is regional is not in order and is not correct. As it is today, there is no South-South Commission to help fast track development in the region. The political representatives from the South-South zone, should unite themselves and demand for South-South Development Commission as other zones have theirs. The Federal Government should put modalities in place to establish South-South Development Commission. The status quo should not be allowed to remain as it is now. Thank God, the daily quota of oil production has increased to about 2.5m barrel per day. And that is the reason why South-South should also benefit from the increase of oil activities in Nigeria.
Observationally, every region is bracing up to gain from the oil revenue of the country. And South South Zone which seems to be the hub of oil and gas is lagging behind in terms of purposeful development. NDDC should embark on an aggressive development of the member states. The Federal Government of Nigeria, should correct the negative believe that NDDC is a regional commission. Politicians of the zone should sheathe their swords of discrepancies and work together for the development of the zone. There should be a united front to convince the Federal Government to create or establish South-South Development Commission. Therefore State of the South-South zone in the Niger Delta Development Commission should be made to benefit like their counter parts from South- East and South- West in the NDDC. Thus, NDDC goes beyond regional vision. And that is why the Federal Government should establish South- South Development Commission to balance the equation of regional commission springing up in the country.

Frank Ogwuonuonu
Ogwuonuonu  is a free lancer in PortHarcourt.

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Opinion

That NANS’ Induction Of Former Tai LG Boss

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Last week, precisely Thursday, February 20, 2025,  students in Nigeria and the diaspora, under the umbrella of  the National Association of Nigerian Students (NANS) inducted the former Chairman of Tai Local Government Council, Chief Matthew NenuBari Dike into its Hall of Fame and gave him a certificate of recognition for what they described as his  “outstanding contributions to the development of education and students in Nigeria”. Presenting the award at Saakpenwan, headquarters of Tai Local Government Area, the National Vice President of the National Association of Nigerian Students, Mohammed Sabo,  said unequivocally that the induction into the Hall of Fame and conferment of the award on Chief Dike was essentially  by merit; a product of his endeavor in building the education sector and human capital in Nigeria.
According to the National Vice President of the National Association of Nigerian Students in Nigeria and the Diaspora, the students body does not have a history of conferring frivolous and financially induced awards on people. Chief Matthew NenuBari Dike is one of fewest local government area chairmen  of Nigeria that have been so recognised and honoured by students in Nigeria and the diaspora. This is a welcome development given the fact that Tai Local Government Area has not been one of the local government areas in Nigeria that has attained the social,  economic and infrastructural sophistication to come to national limelight because of its rural and seeming obscure nature. However , good works and success like light cannot be suppressed, not even by enemies. Success is contagious, a force and voice that speak louder than arm-chair and callous criticism.
Looking at the antecedents of the awardee and recipient of the Nigerian students goodwill, Chief Matthew NenuBari Dike, it is not saying a new thing that he deserves the honour. Within 100 days in the saddle as chairman of Tai Local Government Area, Chief Dike  had made significant achievements in  driving the development of the education sector and students in Tai Local Government Area, and of course, Nigeria, a feat that marked him out for honour by the National Association of Nigerian Students. Aside recruiting 250 adhoc teachers to improve teaching and learning in Basic and Senior Secondary Schools in the Local Government Area, the former chairman has also established a Special Science School to develop manpower overtime in critical areas in the Local Government Area having noticed that in the last ten years no student of Tai Local Government Area had gained admission to read, Medicine, Engineering, Medical/Health Sciences and many other science based courses.
Chief Dike’s initiative is therefore to address a felt  and critical need of the people. Through a rigorous screening process, 104 students emerged as the first set of students to begin the Special Science School at its take-off facility, Model Primary School 2, Uedume, under Mr. Tete Baridamue Osih as the Director. Speaking during the Inauguration of the School, two weeks ago, the former Chairman of Tai Local Government Area, Chief Dike affirmed his administration’s commitment to deliver a new building for the Special Science School . No doubt, the Chief Dike’s adventures in the Education sector is a novel, and capital intensive project. It is a road less taken; only Local Government Area chairmen who are selfless, sacrificial and committed to human capital development of their people can take up such gigantic project, considering the cost-implications. Establishing a fully-furnished Science School for the Local Government Area requires a modern laboratory, provision of science books, a state-of-art science library and adequate funding.
Recurrent expenditures such as payment of salaries of staff, political appointees, councillors, overhead, and other entitlements of workers combined with ongoing capital projects and empowerment programmes that the chairman of the Local Government Area is embarking on, amidst limited income source, make Chief Dike a celebrity in governance, after the like of his principal, Sir Siminalayi Fubara, the “Rivers First” Governor. Students in Nigeria and the diaspora therefore, were objective, sound in judgement and devoid of primordial sentiment when they adjuged the former chairman of Tai Local Government Area worthy to be inducted into their Hall of Fame and honoured for his contributions. The adage that the “aroma of the Fart determines the substance of the poo” finds expression in the person of Chief Dike whose exploits in the education sector aimed at developing the capacity of students to meet critical needs of the Local Government Area, is a testament that  Chief Matthew Dike will do more when given higher responsibility or another term.
John C. Mason, in one of his best sellers, “Leadership Gold”, said every human organisation rises and falls on leadership. A good leader will inevitably midwife development in his sphere of influence. This corresponds with the wise saying of the Biblican King Solomon that ‘when the righteous rules, the people rejoice but when the wicked rules, the people groan”. The socio-economic situation of a people to a great extent shows who a leader really is. The works or activities of a leader in relation to the people speak volumes of leadership stuff. Chief Matthew NenuBari Dike  made significant impacts in the education sector and human capital development for a greater development in Tai Local Government Area. He is determined to leave a legacy in the sands of time of that Local Government Areas by raising millionaires through his economic empowerment programme to drive self reliance and reduce the level of abject poverty the people wallow in.
If Chief Dike had to achieve such commendable feat within only 100days  of 1,095 days term of office, with availability of funds or sustained financial resources, a stable economy and peace, he had the capacity to achieve ten times what he had done for the people of Tai Local Government Area. While this is the beginning of a long and tortuous journey in governance, it is necessary to join students in Nigeria and the diaspora to commend Chief Dike for his impacts in the critical areas of education, human capital development, economic development, etc. To act contrary is to live out the saying of Decimus Magnus Ausonius that “The earth produces nothing worse than an ungrateful man”.

Igbiki Benibo

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Opinion

Dealing With Fake Drugs In Nigeria

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Since late Prof. Dora Akunyili’s tenure as the Director General of the National Agency for Food, Drug Administration and Control (NAFDAC), the fight against fake, illegal and expired drugs seemed to be in limbo until the current raid by the agency. For over one-week NAFDAC has been in the news as it has taken the war to the door post of fake, unauthorised, expired medicine dealers across the country. From Ariaria Market, Aba to Bridgehead, Onitsha, Anambra State, to Idumota drug market, Lagos, the stories are the same. Warehouses are being raided, medicine shops are being closed, counterfeit and expired drugs are being destroyed and so on. The current Director General of NAFDAC, Prof Mojisola Adeyeye, must be commended for the reinvigorated effort towards ridding our society of poisons in the name of drugs.
Some of these drugs according to NAFDAC are expired, imported drugs which are repackaged and pushed into the markets. Some of the seized drugs were vaccines stored in dilapidated, unventilated rooms, sealed with iron sheets in highly unsanitary conditions. It is doubtful if there is any adult Nigerian that is not aware of the damage caused to the citizens and the country by fake and substandard drugs. How many times have we or someone we know taken malaria drugs, antibiotics or other medicines for a cure of an ailment and they were ineffective? How many people in the country have died because fake or relabelled expired drugs were administered to them? Experts have posited that fake, adulterated, substandard drugs fuel antimicrobial resistance, as substandard antibiotics fail to properly treat infections, leading to stronger and more resilient bacteria.
The proliferation of these harmful substances is indeed a crisis of national significance. It threatens public health, weakens trust in the healthcare system, and exacerbates Nigeria’s already fragile health sector. Local drug manufacturers who invest millions of Naira to produce genuine, quality drugs for the citizens are denied the fruits of their labour by criminal syndicates who take advantage of regulatory loopholes and weak enforcement to flood the market with dangerous substances, putting millions of lives at risk. So, by all means, they should not be spared. But the question that begs for an answer is, where were the government agencies when these fake and expired drugs entered the country and travelled to the states? Why were they not intercepted at the point of entry either via the ports or the land borders and the importers arrested and prosecuted?
According to Adeyeye, most of these poisonous drugs are brought into the country through the ports and the porous borders. Is there nothing that can be done to beef up security and checks against illegal drugs at the borders? Or is it a case of the personnel at the borders looking the other way when they must have been settled thereby allowing unhindered entry of fake and unauthorised products into the country? It is also worrisome why we have allowed drugs to be sold in the open markets in the country. For many years, the federal government has been coming up with policies to address the uncontrolled and undefined buying and selling of medicine with or without approval, all to no avail. Open drug markets continue to thrive, leading to abuse and counterfeiting.
A former National Chairman of the Association of Community Pharmacists, Mr Samuel Adekola, in a recent interview bared his mind on the issue of open drug market. He said, “We know that open drug markets are not the best for Nigeria because of how the drugs are sourced. The government has been coming up with policies to address it, but you know that nature abhors vacuum, so once there is no alternative, these markets crop up because people must use drugs. Policies of the government must support alternatives which will make the drug distribution process/system in Nigeria a regulated and sanitised one. The whole essence of this is to save society from fake and adulterated drugs because the burden of fake drugs on citizen’s health and the economy is huge. Today, 70 percent of deaths in the hospitals arise from drug misuse or fake drugs.”
Early in the week, the NAFDAC DG during a television interview announced that the Kano Coordinated Wholesale Centre for drug marketers has taken off and that that of Lagos, Aba, Onitsha and other places are in the pipeline. Hastened efforts in actualising this will go a long way in checking the menace of fake drugs. Also, in addition to Adeyeye’s request for more funding and more staff for the agency to help in manning the borders and prevent the infiltration of poisonous drugs into the country, there is the need for technology-driven solutions to the challenge. The adoption of digital tools, such as mobile verification codes on drug packaging, can help consumers verify the authenticity of their medications. Blockchain technology can also be explored to track and trace pharmaceutical products from manufacturers to end-users.
NAFDAC and other regulatory bodies should be empowered with adequate resources to crack down on counterfeiters. Policies that improve oversight, enhance drug registration processes, and promote stricter penalties for offenders are essential. The nation’s drug distribution policy which stipulates penalties for defaulters must be implemented. While Adeyeye’s proposed death penalty for fake drug peddlers may be too harsh, many years imprisonment without an option of fine will not be out of place. While commenting on the recent raids, the National Chairman of the Pharmaceutical Society of Nigeria – Young Pharmacists Group, Tekena George showered some encomium on the NAFDAC DG, saying that beyond enforcement, her transformational policies promote local production of high-quality medicines in Nigeria, noting that by encouraging domestic manufacturing, she is not only reducing the country’s reliance on imported drugs but also strengthening the nation’s medicine security and economic resilience.
Indeed, over-reliance on imported drugs increases vulnerability to counterfeit products. Both federal and state governments should therefore encourage domestic pharmaceutical production, backed by strong quality control measures. This will ensure a safer drug supply chain. Nigeria should work closely with international agencies such as INTERPOL and the World Health Organisation (WHO) to dismantle transnational drug counterfeiting networks. Sharing intelligence and coordinating enforcement efforts will help disrupt the supply chain of fake drugs. Awareness campaigns are inevitable in dealing with the menace of fake drugs in our society. Many Nigerians remain unaware of the dangers of fake drugs. Government agencies, civil society groups, and healthcare professionals must therefore collaborate to educate the public on how to identify counterfeit drugs and report suspicious products.
Most importantly, the National Orientation Agency, religious and traditional leaders, parents, schools and other organisations must join hands in changing the “get rich at all cost” mentality of some Nigerians. As some people say, corruption, greed and selfishness are the root of all the problems in Nigeria. And unless these vices are dealt with all efforts at stemming fake drug distribution and other menace in the country will bear no positive result.

Calista Ezeaku

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