Abstract
Our
country, Nigeria is more of a capitalist state and everyone in his kind of
business wants to maximize profit. By the way of negligence of the ethical
standards, some advertisers, regardless of the decency, truthfulness and social
values which advertising upholds stick to unethical advertising practice, thus,
causing loss of lives, discomfort, and dissatisfaction to the consumers of some
goods and services. In the words of Ifedayo Daramola (1999)
“a number of advertisements carried by Nigerian
newspapers, radio and television are illegal and libelous; while some contain
malice”
This
work has been structured in five chapters to make an ideal project. Chapter one
embodies background of the study, which deals on advertising in its entirely.
The chapter two of this work, made an indepth review of related literatures.
These literatures bother on enhancing social responsibility through
advertising, the power of persuasive communication in advertising, factors
affecting buying behaviour, the theoretical framework and measures to enhance
ethical standards in advertising practice. The third chapter covers the
methodology with which the study is carried on. In this regard, the sample
survey technique was chosen. The technique evaluated the description of
research population, sample and sampling techniques, instrument of data
collection, techniques of data collection and limitations of the methodology.
In chapter four, the presentation and interpretation of data collected is done.
This is based on description of data according to its relevance to a given
research question. Also, discussion and interpretation of results are carefully
made.
TABLE OF CONTENTS
Title page: = = = = = = = = = i
Approval page: = = = = = = = =
ii
Dedication: = = = = = = = = =
iii
Acknowledgements: = = = = = = = iv-v
Table of contents: = = = = = = =
Abstract: = = = = = = = = =
CHAPTER ONE - INTRODUCTION
1.1.
Background of the study: = = = = = 1
1.2. Statement of the
Problems: = = = = = 15
1.3. Objectives of the
study: = = = = = 16
1.4. Significance of the
study: = = = = = 16
1.5. Research questions: = = = = = =
17
1.6. Research hypotheses: = = = = = = 18
1.7. Conceptually and operational definitions: = = = 19
1.8. Scope and limitations
of the study: = = = = 24
1.9. Assumptions of the study: = = = = =
26
References: = = = = = = = = 27
CHAPTER TWO -
LITERATURE REVIEW
2.1. Sources of related literature: = = = = = 28
2.2. The review: = = = = = = = 29
2.2.1.
Enhancing social responsibility through advertising: = 29
2.2.2. The power of persuasive communication in
advertising: = 40
2.2.3.
Factors affecting buying behaviour: = = =
43
2.3. Theoretical
framework: social responsibility: = = 53
2.2.4. Measures to enhance ethical
standards in advertising: 55
2.4. Summary of the literature review: = = = =
64-66
References: = = = = = = = 67-69
CHAPTER
THREE - METHODOLOGY
3.1. Description of the research population: = = = 71
3.2. Sample and sampling techniques: = = = =
71
3.3. Instruments of data collection: = = = =
72
3.4. Techniques of data analysis and presentation: = = 73
3.5. Limitations of the methodology: = = = =
74
References: = = = = = = = 75
CHAPTER
FOUR - PRESENTATION AND INTERPRETATION OF DATA
4.1. Data analysis and presentation: = = = = 76
4.1.1.
Why do some advertisers neglect the ethics of
advertising practice?
: = = = = = =
79
4.1.2. What effects have unethical advertising
practice caused?:= 83
4.1.3.
Has APCON stipulated any measures to
curb
illegal advertising?: = = = = = 89
4.1.4.
Does advertising lack professional application?: = 91
4.1.5.
Why are the media involved in promoting
unethical/illegal advertising?: = = = = = 92
4.2. Discussion and interpretation of results: = = =
94-100
CHAPTER
FIVE - SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1. Summary: = = = = = = = = 101
5.2. Conclusion: = = = = = = = = 103
5.3. Recommendations, General recommendations, Recommendations
for vitafoam company and Recommendations for future studies: = = =
105-110
Bibliography: = = = = = = =
111-114
Appendix: = = = = = = = =
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF STUDY
Advertising
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 Alide in Okunna (2002: 99).
Bovee
and Arens (1985) gave a more widely accepted definition of advertising as the
non-personal communication of information, usually paid for any usually
persuasive in nature about products (goods and services) or ideas by an
identified sponsor through various media. It is an exciting, dynamic, and
challenging enterprise. Its often a persuasive communication in that it tries
to persuade the reader, the listener or the viewer to take to the sponsor’s own
point of view and also to take some appropriate action. It is not personal or
face to face communication, rather it is directed to a group of people.
Advertising
is also controlled, identifiable information and persuasion by means of mass
communication media. Defined by Wright and Zeight (1982:10).
Gillran
Dyer says that in its simplest sense, the word “advertising” means drawing
attention to something or notifying or informing somebody of something.
According
to the understanding of Advertising practitioners council of Nigeria (APCON)
“advertising is a form of communication through the media about products,
services or ideas, paid for by an identified sponsor”.
The
terms advertising was coined from the Latin word “advertere” which mean
literally means to draw attention. This is when you are getting the evidence
mind in a product, notifying or informing somebody/people of something. There
is no doubt that advertising has brought prosperity to different countries of
the world through different means. It has helped in speeding up the
introduction of new inventions and has most importantly widened markets for
mass-produced goods and services. Consumers of industrial goods and service and
all over the world today enjoy the choice of a wide variety of such goods and
services.
Advertising
has also been of immense benefit humanity and has contributed in no small
measure rapid industrialization and expansion processes all over the world.
Infact, advertising has contributed in making the world a better place to live
in. Tracing the history of advertising however, it is evident that its practice
is as old as man. Weppner (1979) in Okunna (2002: 85) reveals that advertising
seems is be part of human nature evidenced since ancient times.
Groom
in his own view stated that “advertising” was first century AD and has been
employed ever since in one form or another”. It has no specific date, any way,
but Groom further maintains it as an instrument of marketing in the past 4000
B.C.E. Highlighting its existence in a Nigeria advertising has been part of
commercial activities even before the arrival of whitemen remarks Abayomi in
Okunna (2002: 86) Quoting Ogbodo (1990), Abayomi in Okunna pointed out the
common practices in our locality like town criers do, hawking and display of
available waves were the earliest method of advertising in Nigeria. This is
still obtainable in the free-market these days as sellers cry above their
voices to draw the attention of buyers to their waves.
The
introduction of modern advertising 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. This newspaper attracted a lot of
readership, this creating space for advertisement on births, weddings and
obituaries, vacances for houseboys and maids, church activities, ship schedules
and other social events.
Abayomi
in Okunna (2002: 86) records that other newspaper such as the logos observer,
the Eagle, the Lagos critic and others joined the music. The business of
advertising 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, Okunna.
At
this point, it is pertinent to note that the practice of advertising 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.
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.
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.
In
his words, Osunbiyi (1999:27) “advertising on the whole can be rumours, ie it
can be deceptive and misleading. It can manipulate the “vulnerable psyche”.
No
doubt, advertising can be ruinous when some illegal advertisers make claims
that are untruce about a product of services.
As
the consumers of such product testifies that the claims surrounding the product
are not time, he automatically stops patronage.
A
more chronic effects of unethical practice of advertising by F.M. ODUAH (2017:285) is “passing off’,
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 also making some false representation likely to induce a person to believe
that the goods or service are those of another. Passing off-to misrepresent
that one’s business is that of, or connected with another, in a way likely to
cause damage. The implication of this ugly act is that is attracts loss of
loyalty and patronage to the ‘main’ product. Hence, it affects the economic
viability of such company and their product.
This
is obtainable in almost all products in the market such ones are TURA medicated
soap which has another imitation product called TULA. Most people, especially
the less lettered, who had been enlightened about tura soap quickly buy the
‘TULA’ with the mind frame that is the same thing as the original one.
A
product like Philip electric iron is not exempted in the passing off. It has
imitators like Philip and Dhilip in radio. Other electronic gadgets like SONY
products are plagued by such ones like sunny, sonic, sony-multi, sony prestige
etc. In BYG products we now have GYC, BIC, VIC, BYG, all sounding almost the
same, with the same design not qualitative, thus attracting bad name to the
product. Talk of Bournvita food drink, Bomvita, Bovita, Bonveta etc have filled
the market, making it difficult for customers to identify the real one.
In
fact, the list is in exhaustible. Over the years, vitafoam has been noted as a
long lasting, soft and qualify mattress. It has been enjoying good name, hence
its sustain ability in the market vitafoam is not left out in the “Passing off
problem and its effects.
In
this work, the researcher has chosen VITAFOAM product of VITAFOAM NIGERIA PLC,
Aba, for a case study.
BRIEF HISTORY OF VITAFOAM NIGERIA
PLC
The
foam company known as vitafoam Nigeria Plc today is an offshoot of Vita
international limited, an internationally renowned products of all kinds of
quality mattresses, cushions, pillows and upholstery sheetings.
Vitafoam
is less tossing and turning by evenly distributing the body weight and it
create better blood circulation. Vitafoam Nigeria Plc was incorporated in
Nigeria as a private company on 4th August, 1962.
In
1963, the company opened its first factory at Ikeja, Lagos State for the
production of latex form mattresses. The installation of its first urethane
foam production plant in the Ikeja premises in 1966 paved way for the
production of carpet underlay, fibre pillows, rigid urethane insulating
materials and Vitabond Adhesive.
Beside
the Ikeja factory which is vitafoam Nigeria became the first foam manufacturing
company in Nigeria to win the much converted international quality award NIS
ISO 9002 certificate for the manufacture and sale of flexible and rigid poly
urethane foam, fibre pillows and adhesive.
Thus
emphasizes their quality policy which states thus: Our policy at vitafoam
Nigeria Plc is to continually provide goods and services and conform to
international standard and surpass customers expectations at a price that
represents value.
Vitafoam
battles with identical mattresses with such brand names as vitafoam, vitafoam,
vitafoam, mitafoam, mitafoam, vitafosfoam, vitalinefoam etc.
Worthy
of note is that these imitators have contributed a lot to deceiving vitafoam
customers to make wrong choices, thereby losing their loyalty to the company.
As a parts of the provisions of APCON Code of Advertising Practice under
medical products and treatments (4.7:12) “no advertisement should claim that
the product, medicine or treatment advertised will promote sexual virility or
be effective in treating sexual weakness, or habits associated with sexual
excess or indulgence, or any ailment, illness or disease associated with these
habits”. Even the pharmaceutical companies, these days make claims that a given
drug can cure a member of diseases. But all are based on false claims.
1.2 STATEMENT
OF THE PROBLEM
In
the bid to maximize profit in the prevalent get rich-quick syndrome of some
fraudulent entrepreneurs, some indulge in ill-practice of advertising. These
unethical practice thus, endangers 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 miss led by chronic imitators. As a result of a lot of people haven
fallen victim of the unethical practice of advertising known as passing off.
This has been a serious problem facing the Advertising Practitioners Council of
Nigeria (APCON). The researcher in this, study, attempts to find in solution of
these problems aforementioned and to particularly evaluate its effects to
vitafoam, as a product and measures the company has put in place to correct the
problem.
1.3. OBJECTIVES OF THE STUDY
This
research work aims at, 1. To bringing to limelight why illegal practice of
advertising is on the increase.
2.
To evaluate why some advertisers neglect
the laid down ethics of advertising to pass through the “backdoor”.
3.
To pin-point the set of advertisers who
practice advertising unethically.
4.
To look into the extent of effects
unethical practice of advertising has caused. 5. To finally review whether
APCON has devised other strict measures to penalize illegal practitioners.
1.4 SIGNIFICANT
OF THE STUDY
It
is the belief of the researcher that this study would serve as immense useful
purpose to its potential and prospective users. Students, scholars, consumers
of goods and services policy makers, advertisers, advertising agencies and
advertising researchers would stand to gain a lot from the facts contained in
this work. This study upholds the high standard of an ideal advertising
practice and therefore benefits the advertisers and feaming consumers of
advertised goods and services. It serves as an eye opener to a good sense of
advertising because the interest of the consumers is paramount. After close
study of this research work, the evil effects of unethical practice of
advertising will be drastically reduced, if not bought to an end.
1.5 RESEARCH
QUESTIONS
To
provide a framework for eliciting solution to the research problems, it is
necessary that some research questions be formulated.
A
number of research questions are hereby given below for this reason.
1. Why
do some advertisers neglect the ethics of advertising practice?
2. What
effects have unethical practice of advertising caused?
3. Has
APCON stipulated any measures to curb illegal advertising?
4. Does
advertising lack professional application?
5. Why
are the media involved in promoting illegal advertising?
H3: APCON stipulated measures to curb illegal advertising.
H4: Advertising lacks professional application.
H0: Advertising does not lack professional application.
H5: Media involves in promoting illegal advertising.
Ho: Media do not involve in promoting illegal advertising.
1.6. CONCEPTUALLY AND OPERATIONAL DEFINITIONS
In
the interest of the render, this writer wishes to outline and explain some key
concepts used in this study. They are necessary to guide the reader to note the
exact meaning of the words, expressions or phrases as used in the passage for
easy understanding.
Possibly,
a word might have more than one meaning and this study taken operationalized
the concept as far as this project work is concerned.
Conceptually definition
EXPLORING: Means
to seek for something or after someone, to examine or investigate something
systematically.
UNETHICAL
means not connected with beliefs and principles about what is right and wrong.
It is not morally correct acceptable. It is means of promoting advertising.
PRATICE it
means that it is a way of doing something that is usual or expected way in a
particular organization or situation.
ADVERTISING it
is a form of communication intend to persuade if viewers, readers or listeners
to take some action. It is an exciting, dynamic, and challenging enterprise.
Its often pervasive, fascinating and materialistic nature makes it an object of
criticism and misunderstanding. Advertising is also a profession in which a
body of experts in involved in the conceptualization, planning, creating,
packaging and placing of advertisements on the media.
NIGERIA-Nigeria
is a country in West Africa sub-region within the African continent which got
their independent in 1960. The evolution of Nigeria state was the creative
ingenuity of the British Colonial Masters, especially, lord Lugard, who in 1914
amalgamented the Northern and Southern protectorates in the Nigeria area and
thus created one of the largest countries in Africa called Nigeria.
Nigerian
is a geographical/entity area that contains many nations and state.
VITA FOAM is
defined as a means of tossing and turning by evenly distributing the body
weight. It is a foam that we lay down on when sleeping for a comfortable relaxation
after work, activity or when we are tired even feeling sleeping.
Operational definition
EXPLORING:
According to British Dictionary, exploring means to seek for something or look
after someone. Here, am going to seek for unethical practices of advertising in
Vita Form Plc.
UNETHICAL
This
is obtainable when there is a deviation from what is supposed to be. That is to
say that one may have exhibited an unacceptable behaviour against ones
organization or society where the person finds himself.
Negative
practice by vitafoam advertisers in Nigeria.
To
this end, unethical here means paying no regard to the laid down principles of
advertising.
PRACTICE
When
we say practice, if entails the practicality of what is said, as in theory and
practice. In football, for instance, there is a time when the players are told
what to do with the football. And they yet to perfect in those lectures by
practicing what is taught them.
ADVERTISING
Advertising,
like other promotional techniques informs, persuades and reminds. It can change
consumer’s, beliefs, attitudes, images, and behaviour. But for advertising to
be effective on a national level, enormous expenditures are required.
Advertising is a giant industry.
Advertising
is an avenue of creating awareness of vitafoam in Nigeria.
NIGERIA
It
is a geographical entity or area that we practice advertising. It is also a
continent in African or a country in West Africa sub-region within the African
continent were advertisers shows unethical practice.
VITA FOAM
It
is a company which practices advertising of foam in Nigeria. A company under
the Nigeria study of foam advert.
1.7 SCOPE
AND LIMITATION
It
is important to point out that the scope of this study is to the vitafoam
Nigeria Plc to determine the effects of unethical practice of advertising in
Nigeria.
The
case study is a renowned company which produces quality mattresses, cushions,
pillows and upholstery sheetings. The researcher’s choice of this area as her
scope of study is for her generate data capable of representing the needs find
answers to the research questions.
Also
it is to use a company that has the same business and environmental
characteristics with the within the target population. This is to a largest
extent will lead to the validity and reliability of the instruments used for
the study.
Despite
all these opportunities, a lot of obstacles were encounted by the researcher
during the process of putting the project together.
Among them are:
a). Time Constraints: A limited time frame
was allotted to the research for gathering of data and sourcing to research
materials.
b). Finance: Money was required at all
stages of this study but could not gotten easily.
Effort
was made by the research to ensure that the research was carried out under
conditions that led to scientifically valid conclusion despite the financial
problem.
1.8 ASSUMPTIONS OF THE STUDY
In
this study, it is simply assumed that any study on the effects of unethical
practice of advertising in Nigeria is a welcomed development. The assumptions
of such effects are therefore based on a case study of Vitafoam Nigeria Plc.
Therefore the research study assumes
that
i). Some
advertisers neglect the ethics of advertising practice.
ii). APCON
has stipulated some measures to curb illegal advertising.
iii). Advertising
lack professional application.
iv). The
media are involved in promoting illegal advertising.
v). Unethical
practice in advertising cause some effects.
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