ARCON to deepen advertising industry with new journal

The Advertising Regulatory Council of Nigeria (ARCON) has emphasised the importance of creating a synergy between academia and advertising professionals to develop the body of knowledge essential for the growth of the advertising industry.

Director General of ARCON, Dr. Olalekan Fadolapo, stated this in Lagos at a press briefing announcing date for the second Annual Advertising Industry Colloquium (AIC) with the theme, “Harnessing Emerging Technologies for Sustainable Advertising Education and Professional Excellence in Nigeria’

The event, scheduled for June 27, 2024 at the Sheba Centre, Lagos is expected to have the Minister of Information and National Orientation, Alhaji Mohammed Idris, as the Chief Host among other dignitaries.

In addition to the colloquium, ARCON will formally present its new advertising journal, a comprehensive collection of research in various advertising fields.

This journal aims to make critical academic research accessible to industry professionals, enhancing the overall body of knowledge in advertising.

Dr. Fadolapo highlighted the evolving nature of advertising, noting that technological advancements are causing significant disruptions.

“Advertising changes constantly. The definition from several years ago is not the same today. The line between advertising and other fields like PR is increasingly blurred, with new tools becoming critical to our profession,” he said.

Prof. Rotimi Olatunji, Chairman of the planning committee, stated that the event is designed to promote the town and gown relationship and to update participants on the latest knowledge, practices, and skills required for success in advertising and related fields.

The event will be inaugurated by the Minister of Information and National Orientation of the Federal Republic of Nigeria.

The colloquium will facilitate interactions between academia and industry, exploring emerging technologies for sustainable advertising education and professional excellence in Nigeria.

It will educate academics and students on career success requirements in various marketing communication areas amid evolving global technologies.

Additionally, the event will discuss contemporary trends in creative advertising, marketing communication planning, media campaigns, digital marketing processes, and advertising regulation.

It will also provide a platform for students to showcase their creative skills in advertising and marketing campaign planning and execution, and inform participants about maximizing the potential of emerging technologies in advertising and marketing scholarship and professionalism.

The colloquium presents unique opportunities for students and academics in Mass Communication, Advertising, and other integrated marketing communication (IMC) fields to engage with advertising professionals, media practitioners, policymakers, and regulatory agencies.

Together, they will explore strategies for leveraging eme g technologies to achieve sustainable advertising education and professional excellence in Nigeria.

This year’s AIC 2.0 will also feature an Advertising Pitch Competition, with participation from eight tertiary institutions: University of Ilorin, Covenant University, Federal University, Covenant University, Federal University of Kashere, Nile University, Abuja, Ebonyi State University, Rivers State University, Kano State Polytechnic, and Lagos State University.

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