Islamic advertising in Nigeria: an assessment

Abstract

This paper studies the field of ethical advertising as it relates to Islamic business ethics with emphasis on applicability to Nigerian marketing and advertising. Nigeria has recently been recognised as one of the emerging markets for Islamic marketing services. Last year the total advertising market in Nigeria was estimated to be around $1 billion. The potential of Islamic branding services in Nigeria is enormous and untapped, taking into consideration the size of middle class Muslims. As interest in the field of business ethics grow, the role of Islamic business become prominent. This study critically analyses advertising industry. The paper adopted a quantitative method of research combining critical study approach with non-experimental research, using a questionnaire survey to gather data. Findings of the research show high potential for Islamic advertising. The study finds women less intolerable of fashion show and beauty contest as part of advertisement than men.