This is an illuminating blueprint to guide advertisers, advertising agencies and media owners in the performance of their respective roles in advertising. Based on the wealth of knowledge and experience gathered from over 25 years of active participation in advertising in Nigeria, it can serve as a useful aid to both practitioners and trainers. Students, scholars and academicians will also find it very useful. With 9 beacons for advertisers, 7 beacons for advertising agencies and 5 beacons for media owners, this volume is unparalleled and unequalled in its educative role for advertising practitioners in Nigeria and possibly all Africa.