The Impact of Advertisements Revenue on Media Sustainability
CHAPTER ONE
Objective of the study
The objectives of the study are;
- To ascertain the impact of advertisement revenue in punch newspaper and Rave fm
- To ascertain the various cost of advertisement in punch newspaper and Rave fm
- To ascertain the nature of advertisement in punch newspaper and Rave fm
CHAPTER TWO
REVIEW OF RELATED LITERATURE
Review of Empirical Studies
The dwindling rate of government subventions to most public owned media organizations has forced their managers to consider other avenues of revenue generation in order to keep their media houses in business. The private media enterprises that sprang up in various countries (including Nigeria in 1992) are completely independent and have no choice than to fend for themselves, if they are to survive the highly competitive contemporary media environment made more saturated by the advent of the social media. This development ushered in such entrepreneurial principles as privatization, commercialization and revenue diversification into media management and practice, with the sole aim of providing alternative source of revenue for effective media practice. However, one of the key marketing communication tools to drive these entrepreneurial strategies, especially in capitalist economies (such as Nigeria) is advertising. Over the years, the capability of advertising to evoke or create stimulation and desire for products and services has continued to generate academic discourses and empirical verification in different cultures and countries. Advertising as a field of study has received increasing interests from producers, marketers, media owners, managers, practitioners, scholars and even governments, whose object of enquiry is to identify the extent and manner advertising influence buyers and the economy generally. This same objective has been the driving force of most of the academic studies conducted in advertising as a tool of marketing communication. For instance, Oga (2004) carried out a study titled “Impact of Advertising on Nigeria Youths: Analysis of Makurdi Metroplis, Benue State.” The survey method was employed using questionnaire to elicit responses from the residents of Makurdi Metroplis. It was discovered that all the respondents numbering 230 representing (100%) affirmed that advertising has greater impact on Nigerian Youths in Makurdi metropolis. There was also an agreement among the majority of the respondents that advertising is relevant in the economy of Nigerians. The study concludes that advertising activities in Makurdi metropolis contribute to the negative and positive behaviour of the youths and recommends that, advertisement placed in the media should be of good taste and should also be ones that should inform positively rather than those with negative implication on the youths. A study titled, “Impact of Sex Appeals in Nigeria Advertisement” by Nduul (2004) sought to find out the creative strategies used for portrayal of sex appeals in advertising.
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 sought Impact of physical environment on the Ideato North LGA junior school The impact of Advertisements Revenue on media sustainability
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 The impact of Advertisements Revenue on media sustainability. 200 staff of punch news paper and Rave fm in Lagos 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.
DATA ANALYSIS
The data collected from the respondents were analyzed in tabular form with simple percentage for easy understanding.
A total of 133(one hundred and thirty three) questionnaires were distributed and 133 questionnaires were returned.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
Introduction
It is important to ascertain that the objective of this study was to ascertain The impact of Advertisements Revenue on media sustainability. 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 challenge of Advertisements Revenue on media sustainability
Summary
This study was on the impact of Advertisements Revenue on media sustainability. Three objectives were raised which included: To ascertain the impact of advertisement revenue in punch newspaper and Rave fm, to ascertain the various cost of advertisement in punch newspaper and Rave fm and to ascertain the nature of advertisement in punch newspaper and Rave fm. 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 punch news paper and Rave fm in Lagos 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 editors, production manager, broadcasters and junior staff were used for the study. The data collected were presented in tables and analyzed using simple percentages and frequencies
Conclusion
The media of mass communication wield substantial power in shaping the modem culture, particularly in our contemporary world. This is more evident given the current highly mediated environment, made more saturated by the advent of the social media. In the 1960s and 1970s, television, for example, consisted of three networks, public broadcasting, and a few local independent stations. Their audiences also consisted primarily of two sectors; parents and middle-class families. Even so, having a television set was a luxury, and some middle-class families could not even afford a television set. Accordingly, programming was restricted to the two sectors of the audience. Today, the situation is different. Not only has accessibility increased, but the audience has become increasingly specialized and diverse, consisting of all backgrounds, attitudes, ages and income groups. Programming has also expanded in order to cater for the tastes and interests of the diverse audiences. This expansion of media use has made the electronic media the major focus of most media related discussions. At the heart of electronic media is television broadcasting, with its attendant high capital intensiveness. As discovered in this study, due to shortage of sponsorship, media outfits resort to advertising revenue for sponsoring their organizations. They target their programmes to reach every available audience, bearing in mind that, the larger the audience, the greater the possibility of attracting and selling air time to potential advertisers. Television networks receive majority of their funding from advertising. This advertising drive also manifests in their programmes. Advertising is, therefore, a vital service to the community and the economy. It serves both education and economic purposes. Educationally, it provides information and enlightenment to the consumers and the society. Economically, it provides funding to the media and serves as their source of revenue generation.
Recommendation
- To meet the growing challenges of profit making, for the sustenance of the media organizations, advertising-related services should be given top priority since its benefits out- weigh the disadvantages.
- Media organizations need to develop programmes that will be of benefit to the general public in order to attract the patronage of advertisers.
- A media organization should engage itself more in the distribution of advertising-related service, since it has been proven that advertising is a vital tool for propelling any media organization forward.
- A media organization has to constantly carry out a research to find out if the arrangement of its media contents will really attract advertisers to its organization.
- Lastly, a media organization should strive towards attracting more patronage from advertisers, since low or no patronage might be disastrous.
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