Advertising a Survival Strategy for Mass Media Organization (a Case Study of Nigeria Television Authority NTA, Enugu)
Chapter One
OBJECTIVE OF THE STUDY
The objectives of the study are;
- To examine problems that hinder advertisements
- To create knowledge on advertising effectiveness in mass media organization
- To ascertain whether NTA Enugu advertisement influence the customers
- To whether NTA advertisement creates awareness to the customers
CHAPTER TWO
REVIEW OF RELATED LITERATURE
INTRODUCTION
According to Nwanwene (1999) cited by Ogbu, Tarnongo and Alakali (2013) market message is an old component of man’s interaction and draws the foremost concept about market message in reverse to the farm of man when snake showcased evil apple to the woman, the woman also introduced man to the apple. In his account, Sambe (2005), draws market message in reverse to olden Egyptians by the time the Pappyrus pictures seen giving reinforcement to servants who came back from escaped. Meanwhile, during the first Greece and Roman eras, symbolboard had been positioned on the entrance of marketing house and informers who claimed the businessmen had some goods to sell. Ehikwe (2005) on his part posits that, advertising is one of the most powerful and oldest forms of business communication which has its origin from the time of the first exchange of products in business arena. In the ancient times, trade by barter was the foremost form of exchange of products while advertising was manifested by the display of goods which sought to inform customers of what was available for exchange. In the contemporary business world, advertising is a component of promotion in the marketing mix which has product, price, and place as other elements. The focus of advertising is to inform customers of available products and thereby induce or create demand, facilitate exchange process and these are translated into increase production. Advertising has been playing major roles in the society by contributing to speedy and mass flow of information, thereby increasing the knowledge bank of the people for their social, economic, technological and political development (Ehikwe, 2005). According to Nwosu and Nkemnebe (2006), as a human activity, advertising is as old as man. As a communication, marketing or selling, promotional or marketing communication activity, advertising is still as old as man. This is why it has been argued in some quarters that the advertising act or activity actually started in the Garden of Eden, when the snake promoted and convinced Eve to eat or consume the forbidden apple, and Eve in turn also successfully promoted and convinced Adam to eat or consume the forbidden fruit. It is even said that the primitive men and women of the Stone Age had ways of promoting, communicating informing or convincing others to accept their ideas or materials in a manner similar to what is done today in the name of advertising. This school of thought would go further to state that every human civilization in the past had a number of activities, which had very close similarity or resemblance to what we call advertising in present–day societies or civilizations. Ebitu (2012) is of the opinion that advertising is as old as humanity. People were introduced to some events, foods, goods, ideas and even personalities by other persons. Any person who wanted to exchange his goat for a sheep has to informed the sheep owner about his intention. As the technique of writing developed there was the need to write letters, advertise or inform others about their goods or intentions. This in effect was a form of advertising. Wells, Burnett and Moriarty (2005) assert that, the history of advertising has been dynamic and unpredictable. They divide the account about market message into quarter segments. Number one segment was the era of Paper message.
CHAPTER THREE
RESEARCH METHODOLOGY
Research design
The researcher used descriptive research survey design in building up this project work the choice of this research design was considered appropriate because of its advantages of identifying attributes of a large population from a group of individuals. The design was suitable for the study as the study advertising: a survival strategy for mass media organization
Sources of data collection
Data were collected from two main sources namely:
(i)Primary source and
(ii)Secondary source
Primary source:
These are materials of statistical investigation which were collected by the research for a particular purpose. They can be obtained through a survey, observation questionnaire or as experiment; the researcher has adopted the questionnaire method for this study.
Secondary source:
These are data from textbook Journal handset etc. they arise as byproducts of the same other purposes. Example administration, various other unpublished works and write ups were also used.
Population of the study
Population of a study is a group of persons or aggregate items, things the researcher is interested in getting information advertising: a survival strategy for mass media organization. 200 staff of NTA Enugu state was selected randomly by the researcher as the population of the study.
CHAPTER FOUR
PRESENTATION ANALYSIS INTERPRETATION OF DATA
Introduction
Efforts will be made at this stage to present, analyze and interpret the data collected during the field survey. This presentation will be based on the responses from the completed questionnaires. The result of this exercise will be summarized in tabular forms for easy references and analysis. It will also show answers to questions relating to the research questions for this research study. The researcher employed simple percentage in the analysis.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
Introduction
It is important to ascertain that the objective of this study was to ascertain advertising: a survival strategy for mass media organization. In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing the challenges of advertising: a survival strategy for mass media organization
Summary
This study was on advertising: a survival strategy for mass media organization. Four objectives were raised which included: To examine problems that hinder advertisements, to create knowledge on advertising effectiveness in mass media organization, to ascertain whether NTA Enugu advertisement influence the customers, to whether NTA advertisement creates awareness to the customers. In line with these objectives, two research hypotheses were formulated and two null hypotheses were posited. The total population for the study is 200 staff of NTA Enugu state. The researcher used questionnaires as the instrument for the data collection. Descriptive Survey research design was adopted for this study. A total of 133 respondents made director, administrative staff, broadcasters and junior staff were used for the study. The data collected were presented in tables and analyzed using simple percentages and frequencies
- Conclusion
Different media vehicles are available and from the findings of the study, the three top most are the radio, television and newspaper advertising with the biggest challenge being monitoring. It is important to determine how well the promotional program is meeting communications objectives and helping the firm accomplish its overall marketing goals and objectives but also why. It thus is important to determine the effectiveness of the media strategy and the respondents asserted that recall and brand knowledge are the outcomes of an effective media strategy. Factors considered when developing a media strategy may lie in the nature of the message or in a media plan that does not reach the target market effectively. The manager must know the reasons for the results in order to take the right steps to correct the program.
Recommendation
They should introduce sponsored TV programm on local TV stations in Enugu. This will help to increase listenership and as a medium of reminder, awareness, educating and persuasion to present and intended consumers to patronize the products
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