Influence of Information Communication Technology on the Advertising Industry in Nigeria: A Case Study of Lagos State

The business environment today has been undergoing unprecedented changes and many companies are seeking new ways to stand out from the competition by sustaining their competitive advantage. In today’s highly competitive global marketplace, there is pressure on organizations to find new ways to persuade and make their products known to customers and ICT is being applied in many organizations in a wide range. In present study, one hundred questionnaires from five advertising companies, basically medium and large scale companies formed sample of this study based on random sampling technique. The descriptive statistics was adopted and data were analysed using chi-square test at 0.05 significance level to test hypotheses. The study shows that advertising company has shifted to ICT based advertisement which has influenced advertising industry in the area of coverage, time saving, accuracy, patronage of the industry and it has also brought financial benefit to both the advertising company and advertisers