By Princewill Ekwujuru

The Advertising profession has received a boost with the entry in the book stands of a new title, “A Trilogy of Advertising –The Profession, the practice and philosophy”, authored by Dr. Josef Bel-Molokwu, former Registrar and Chief Executive of the Advertising Practitioners Council of Nigeria (APCON).

The 472-page work pays attention to the practice situation in Nigeria, dwelling deservedly on APCON and its revitalizing role in the growth of advertising in Nigeria, in the process, highlighting moments of advertising as well as some beacons of this growth.

The book also brings up two interrogative issues: Should there not be a generic name to describe practitioners of advertising like other professionals, rather than the extant phrasal description? And should advertising not be based on a Quintupod, rather than the extant Tripod, considering the unassailable importance of the Regulator and the consumer in contemporary marketing communication?

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