Advertising As A Revenue Survival Strategy For Mass Media Organization

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ADVERTISING AS A REVENUE SURVIVAL STRATEGY FOR MASS MEDIA ORGANIZATION

ABSTRACT

This study on Advertising as revenue survival strategy for mass media organization Nigeria is the subject of the work. The purpose was to identify the advertising effectiveness in mass media organization as a revenue generation to media establishment. Data was collected through questionnaire. From  the total population of 150 staff. The study was carried out through simple random sampling, applying Yamane formular to determine the sample size. The result was analyzed using frequency distribution table and percentage, while the hypotheses were tested. The researcher found out that there is knowledge of advertisement effectiveness in media organization which helps to boast mass media organization. The study revealed that there are problems that hinder advertising in most of the media organization but going by this set back media organizations generate enough revenue for their survival. The researcher recommended among others that Advertising should be made more persuasive, Creative and dynamic. Advertising should be made to be more product match. Conclusively, advertising is very vital in attracting customers in mass media organizations and as well design strategic policy incorporating all the variables needed for effective advertising.                            

 

 

TABLE OF CONTENTS

Title page                                                                                 i

Certification                                                                     ii

Dedication                                                                       iii

Acknowledgement                                                            iv

Abstract                                                                           v

Table of contents                                                             vi

CHAPTER ONE

INTRODUCTION                                                              1

1.1      Background of the study                                          1

1.2      Statement of research problem                                        3

1.3      Objectives of the study                                            4

1.4      Research questions                                                  4

1.5      Research hypotheses                                               5

1.6      Significance of the study                                          6

1.7      Scope of the study                                                   6

1.8      Limitation to the study                                            7

1.9      Conceptual and operational definition of terms               8

References                                                               10

CHAPTER TWO

REVIEW OF RELATED LITERATURE                           11

2.1      Sources of literature                                                11

2.2      The literature review.                                               12

2.4      Message generation                                                  23

2.5   message evaluation and selection                            26

2.6      Message execution                                                   28

2.7   Summary of literature review.                                  31

References                                                               32

CHAPTER THREE

RESEARCH METHODOLOGY                                         34

3.1      Research design                                                       34

3.2      Research method                                                     35

3.3      Sources of data                                                        35

3.4      Population of the study                                            35

3.5      Samples size determination                                     36

3.6      Validity of instatement                                             36

3.7      Reliability of the instrument                                    37

3.8      Data treatment technique                                                37

CHAPTER FOUR

4.0   PRESENTATION AND INTERPRETATIONS OF DATA 39

INTRODUCTION

4.1      Questionnaire administration                                  39

4.2      Presentation and analysis of data                            40

4.3      Test of hypotheses                                                   48

4.4      Discussion of results                                               55

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS  59

5.1      Summary                                                                         59

5.2        Conclusion                                                            59

5.3      Recommendations                                                   60

5.4      Recommendation for further study                          62

Bibliography                                                            64

Questionnaire                                                          65

 

 

CHAPTER ONE

INTRODUCTION

1.10  BACKGROUND OF THE STUDY

Nigeria Television Authority Enugu was established in the year 1960 by the Premier of an Eastern region of Nigeria Dr. Michael Okpara. It was the oldest television station in Nigeria. It was received in the thirteen states of the federation. The station has two studios and each of them equipped with video cameras and microphones, because of the tempo graph of Enugu the studio and the transmitter are not consider.

The transmitter is located about 15 kilometers away from the studio. The station transmitters on 201.75mhz video and 196.25 audio, both local and network programmes are received from the station. In the year 2003 the station was upgraded to a zonal network center. The implication of the above is that the station not only now receives both, also transmitte’s both network news and programmes. The zone covers Abia State, Akwa-Ibom state, Anambra state, Benue state, Cross-River state, Ebonyi state, Enugu state, Imo state and Rivers state. It can be said that the zone and its stations are fulfilling their primary functions of informing, educating and entertainment.

The secondary function of NTA is that it creates employment opportunities. Economic situation in Nigeria today and its attendant problems especially on the purchasing power of her citizens has greatly affected television usage.

In line with the above is the incessant arrests and sometimes close down of some media organizations in the country resulting from their beautifully designed programmes targeted at attracting viewers but found provoking by the government. The above mentioned problems in no small measure affected the smooth running of the mass media organization in Nigeria.

Therefore, towards ensuring continuity in the business, it behooves the management of the mass media organization to evolve survival strategies via diversification of activities.

A remarkable revenue survival strategy often adopted, especially in terms of returns on the business and the creation of awareness is advertising.

i.            Trust worthiness of the mass media organization one hand that of the sponsor n the other side.

ii.          Prestige of the sponsor of the advertisement.

iii.        The quality of product being advertised etc.

The above mentioned variables or factors individually cannot influence advertising effectively but rather concerted interactions of efforts of these variables. Thus positive result can only be achieved by careful implementation of these variables systematically by the mass media.

 

1.11  STATEMENT OF RESEARCH PROBLEM

The research tried to look into the challenges on how Nigeria Television Authority use advertisement from their customers to generate  revenue base for the country but also the advertising strategies is not influencing their viewers/customers. This research work shall examine whether there are enough revenues from it to sustain the organization or to modify the strategies if not sustainable

 

1.12  OBJECTIVES OF THE STUDY

The researcher intends to find out one following.

i)            Advertising effectiveness in mass media organization.

ii)          To examine the problems that hider advertisements in NTA.

iii)        To know whether NTA generate a lot of revenue from such advertisement for their survival.

iv)         To know whether customers bring advertisement to NTA.

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