WHY WE’RE PUBLISHING STUDY MANUALS

The Head, Planning, Registration and Professional Development of the Advertising Practitioners Council of Nigeria APCON), Mr Joe-Eugene Onuorah, has given reasons why the industry watch dog embarked on the publication of study manuals.

The idea is make it easier for students to pass their exams, Onuorah told Advertising News.
According to him” first of all, training and award of certificates to qualified people to practice advertising is one of the mandates of APCON and we have been doing that since 1993.

To help those writing these exams, we have been publishing books written by seasoned advertising practitioner’s commission to write on various courses in the syllabus. Between 1993and 2000 we published the APCON Education Series.

What we have done by publishing the study manual that will guide candidates writing our exams. In a nutshell, you can say that we are taking the training a step higher by publishing the study manual’
Asked how the students received part 1 of the study Manual released early this year, Onuorah said

“The first set of students using it is the ones writing the next examination in June. They are enthusiastic because it will assist them to prepare adequately for the exam but until the exam is done and the result released, we cannot asses the impact of the manual.”

He however said he had observed that “the number of students attending lectures has dropped perhaps thinking that there is no need for them to go for lectures since they have the manual “but warned that “the manual is not a substitute for lectures.”

Speaking in a similar vein, APCON Registrar/CEO, Alhaji Garba Bello Kankarofi, said that the study manual is meant to be the basic reading material for the examinations, but does no eliminate the need for consulting other relevant reference materials and text books.”

Candidates, according to him are therefore encouraged to use the study manual alongside textbooks in the various courses and subjects of study as well as avail themselves of examination preparatory lectures and tutorials were available.”

Advertising News leant that the development of part 2 of the study manual has gone far nd that if everything goes well, it will be published this year. Work on part 3 is expected to be commissioned thereafter.

It was also leant that the APCON Governing Council contracted a resources team of advertising expert to develop and moderate the manuscript for the study manuals.

The resources persons include Dr Josef Bel-Molokwu, frpa ,Dr Nnayelugo Okoro of University of Nigeria Nsukka, Mr Gazie Okpara of Abia State University Uturu, Chief Fassy Yusuf, frapa of VDG International Consulting, Mrs Lola Akande and Mr Abioye Akerele.

As for the moderator of the manuscripts, they include Dr Osaren Emokpea, frapa, Mr Chris Doghude,frapa and Mr Willy Nnorom,frapa.

EXECUTIVE PROFESSIONAL EXAMINATION PROGRAMME:
APCON’S WAY OF REDUCING INCIDENCES OF NON- PROFESSIONALS IN ADVERTISING PRACTICE.

One of the basic responsibilities of the Advertising Practitioners Council of Nigeria (APCON) is curbing incidence of non professionals practicing advertising for gain in Nigeria. The Act establishing APCON charges it with the responsibilities of among others; determining who qualified advertising practitioners are; regulating and controlling the practice of advertising in Nigeria and also conducting qualifying examinations in the profession. In regards to the above, it is a criminal offence in Nigeria without due registration by APCON.

In order to reduce the prospect and distraction of large scale prosecution APCON decide to initiate and implement a special registration scheme for persons who have engaged in Advertising functions for five or more years.

The scheme was tagged the Executive Professional Examinations Programme. The executive Professionals examinations is a special programme initiated for the purpose of admitting into the profession persons holding senior position in the Advertising industry who do not possess the prescribed degrees in Advertising, marketing, Mass Communication or Graphic Arts. The programme involves a short training and a qualifying examination for candidates who meet the requirements for participation in the programme.

The training programme, though brief, has courses such as Advertising Theory which is aimed at actuating candidate with basic principles and concept in Advertising to enable them clearly distinguish the concept and relate the principles to Advertising Agency Management aimed at acquainting candidate with structure and options (procedure) of an Advertising Agency and their way of interfacing with other arms of the marketing communication especially the planning, buying and execution of media orders.

Other courses offered are Advertising Management in Advertiser company which deal with the organization (structure) and operation (procedure) of the Marketing/Advertising department of the advertiser company and how the advertiser manage his marketing communications programme as well as advertising regulations and ethics which seeks to acquaint candidate with social, ethical and legal issues related to advertising as well as basic principle of provision of advertising regulation in Nigeria.

As can be deduced, the under listed courses offered in a programme covers all aspect of advertising and a fresh entrant into the profession would after participating in the programme boast of knowing much about advertising. After the brief course study comes in an examination following which successful candidate are licensed to become Associate Practitioners (arpa)

I encourage those practicing advertising for gain without due registration to catch on the next opportunity to regularize their status. Those who are already registered are equally encourage to preach the gospel to their colleagues and friend who are not yet registered but are practicing advertising, to do so either through writing the APCON professional Diploma in Advertising or through the next Executive Professional Examination Programme. It might not be business as usual for those illegal practitioners since APCON is doing all it can to sanitize the practice of the marketing communication industry.

FUNDAMNETALS OF PRODUCT ADVERTISING.

A product is anything that can be presented to a market, so a product is not only an item you can buy in stores, but also a brand, an organization, a services or even an idea. You need to advertise your product to get your product to get your consumers to notice you.

Advertising Programme

“Marketing” describes four decisions you have to make. Know what you need to accomplish with your advertising (called advertising objective) and how much you can spend on your advertising choice (called your advertising budget). Decide what your advertising will say about your product and what media you’re going to use that is your advertising strategy. After your advertising strategy has been set into play, you need to consider the effectiveness of your decisions, in other words evaluating your advertising campaign.

Advertising objectives

You should have ideas of what you want from your advertisement campaign. There are three types of advertising objectives: informative advertising, in which you are letting customers known about new product; persuasive advertising, in which you try to convince customer on why they should choose your product over a competitor’s and reminder advertising, in which you remind consumer to continue choosing your established product rather than going for other products.

Advertising Budget

There are four advertising budget methods. The affordable method is simple: the company’s management makes a decision about what the company can afford to spend on the product. The percent of sale method is based on a percentage of the amount of sales the product is bringing in or is expected to bring in. the competitive parity method is when you try to match your advertising expenditure to your competitor for the objective and task method look at your product advertisement objectives. You will then make a budget based on an estimate of how much attaining those objectives will cost.

Advertising strategy

For this you have to decide what you want your advertising to convey about your product and what type of media you are going to use. You will need message strategies which just outline what you want the advertising to point out about your product. After you have a message strategy you will need a creative concept the thing about your product which consumer will remember. After that you will come up with the execution styles are showing a specific lifestyle, a character for the product (such as celebs endorsement).

Now consider the media you want to use. You must know how many people you need to see your advertising to decide what type of media to use, as every type of media reaches a different amount of people. After that consider what vehicles within the media such as specific TV shows or magazines, would work best for your product. When the vehicle is chosen you will run your asd either with community in which in case the ads are presented evenly in time period or by pursuing them, in which case the ads are run heavily for short bursts of time.

Evaluation n the Campaign.

Now is the time for you to think about what you adverting campaign is doing for your product. There are two types of advertising results the communication effects and the sales and profits effects. In communication effects you can choose to compare sales and profit with how much money has gone into advertising or you can conduct experiment to see what the effect of you advertising ( for examples you can vary your advertising in different areas)