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Advertising practitioners - retired and active, recently rallied around one of their own, Dr. Josef Bel-Molokwu, to place in public dormain a new book authored by him. Titled "A Trilogy of Advertising: the profession, the practice and the philosophy," the book is a fruit of five years of research and painstaking work which would give depth to knowledge in advertising, a profession which its regulatory body-APCON was nurtured by this same man as Registrar/Chief Executive.

The Trilogy of Advertising book has 377 pages, serialized into 33 sections in 3 books. It examines the basic advertising principles, detailing: what advertising does, types of advertising, historical comparative billings, types of advertising media and the rise of media independent practice from media brokerage. It traced the development of advertising in Nigeria with a mention of the West African Publicity Ltd, as a fore runner of agency business in Nigeria. Then came, indigenous advertising agencies and the milestone establishment of APCON as a regulatory body of advertising in Nigeria.

Key functions ascribed to APCON in the book included: registration, training, maintenance of register of practitioners, vetting of advertisements etc. It schematically shows APCON as a regulator of an advertising industry made of up of sectors such as Advertisers Association of Nigeria (ADVAN); Association of Advertising Practitioners of Nigeria (AAPN), now Association of Advertising Agencies of Nigeria, AAAN); Outdoor Advertising Association of Nigeria (OAAN); Newspaper Proprietors Association of Nigeria (NPAN) and the Broadcasting Organisations of Nigeria (BON).

Further in the book, there is a layout of the theoretical foundation for the advertising process starting with models like AIDA, DAGMAR, Lavidge - steiner model and the adoption process. Then comes a discussion on the professionalization of advertising in Nigeria with professional categories of student, associate, full member and fellow mentioned.

Book 2 starts with a chapter on working with Advertising. It addresses the meaning and process of advertising campaigns and how they might be measured for communication effects. Subsequent chapters treats subjects like advertising techniques, creative strategy, media selection and scheduling and international advertising.

Topics such as the Nigerian environment, online advertising, advertising agencies: roles, nature; international advertising and public relations etc are not left out.

The book throws up such questions as should there not be a generic word to describe persons who practice advertising? Should advertising still stand on a Tripod, rather than upon a Quintupod? Have the Regulator and the Consumer not become potent enough in importance to be recognized as inalienable components of our field?

The book launch which had the 70th birthday anniversary of the author appendaged to was chairmaned by Chief Olu Falomo, erstwhile Chairman of APCON. Key professionals at the launch include: Mr. Mac Obviagele, Chief Biodun Shobanjo, Sir Steve Omojafor, Alhaji Garba Bello Kankarofi, Registrar/Chief Executive of APCON.

He described the book in glowing terms saying 'It is indeed a treatise in Advertising written from the vantage position of a scholar who has been involved at the highest level, in the various facets of the advertising industry'.

The Chairman of the occasion, Chief Olu Falomo commenced Dr. Josef Bel-Molokwu for his meritorious service to the advertising industry, beginning with, his service as Registrar/Chief Executive of the Council and his intellectual work that helped to grow advertising as a profession.

Also in attendance to partake in the book launch and to celebrate Dr. Josef Bel-Molokwu's birthday anniversary were members of his family-his wife, Chinwe; his sister, Benedicta; his children and grand children as well as his inlaws.