Industry practitioners express divergent views on advertisers’ choice of media selection for celebrating Nigeria at 60
Media and advertising practitioners in the country have expressed different opinions over the preference of companies, brands and products to communicate their messages in national dailies on Nigeria at 60 Independence celebration at the expense of other traditional and conventional media of advertising.
Specifically, the practitioners in the Integrated Marketing Communications sector (IMC), who lauded the initiative by the advertisers to connect with their consumers during an epoch-making event like independence day celebration but decried the use of newspapers alone as the strategy is lop-sided.
Speaking on the development during a chat with MARKETING EDGE, President of Media Independents Association of Nigeria (MIPAN), Mr. Femi Adelusi, said the major reason most advertisers choose the print medium for communicating their brand messages on Independence and special anniversary occasions is not unconnected with the fact that “the print enjoys a spike in readership on public holidays like October 1st of every year and other anniversaries”.
Besides, he also said that “there is a theory and belief that a large number of government and executive officials read the print publications a lot particularly on days like the independence day, noting that the target audience for the print messages are usually not the primary consumers of the products.
However, he said these placements are largely tactical (Public Relations, Political) and directed to speak to those in senior political and executive positions.
Adelusi, also said the nature of these communications are long prose that require long span attention and the environment is more of long editorial, hence the print channel is an attraction.
In a similar development, President of Outdoor Advertising Association of Nigeria (OAAN), Mr. Emmanuel Ajufo, argued that the choice of newspapers for celebrating and communicating brands messages at independence day was not unconnected with the fact that the platform offers a robust choice to read and digest the message properly.
He stated that many readers usually have the opportunity to see and read the message because the medium allows pass on.
Besides, the OAAN President explained that cost consideration is very key in the choice and selection of the print medium over other media platforms. He revealed that messages printed in the newspapers could be archived for a long while as the print has a shelf appeal and attraction.
Expressing similar view on the issues, former Editor of the Nation Newspaper and Chief Executive Officer of Media Career, Mr. Lekan Otufodunrin, said the popular choice of newspapers as platform for communicating brands independent day messages is due to the fact that most organisations and corporations in the country have over the years being used to print for such messages.
Even though he said advertisers also use broadcast and digital media platforms for advertising purposes, he said “the print seems to suit them for getting the attention of those in government, especially as good corporate citizens.
His words: “It’s definitely not for reach, but the permanent nature of the print still makes it preferable to them for record purposes,” Otufodunrin explained.
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