THE EFFECTIVENESS OF ADVERTISING ON RADIO AND TELEVISION PRODUCTION IN NIGERIA
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ABSTRACT
Several studies have been carried out on radio and television and its listernership / viewship over the years. How ever the advert content of newspaper seem to dracu more attention due to the height of complexity of Nigeria’s economic development, the manufactures and other industrialists are becoming increasingly aware of the need of advertising their goods and services to the general public.
To this end both electronic and print media are utilized to send these advertiser’s messages across to the public. The radio or television medium is not left out as one of the means of creating awareness to these products.
Radio and television depend largely on advertising as a major source of generating fund. This study is therefore centred on finding out the effectiveness of Advertising commercials on radio and Television production using NTA/ FRCN as a case study. This research looked at the reason why radio/ television allocate more time to adverting commercials accordingly, the work is divided into five chapters with introduction coming first. The second chapter has a literature review of eminent scholars while chapter three deal with methodology. The rest of the two chapters concluded the work with data analysis and conclusion in chapter four and five respectively. Above all, the research has been an avid interest to my knowledge
TABLE OF CONTENT
Title page
Dedication
Acknowledgement
Proposal
Organizational chart of NTA Enugu
Organizational chart of FRCN Enugu
CHAPTER ONE
INTRODUCTION
- Background of study
- Statement of research problem
- Objective of the study
- Significance of the study
- Research questions
- Research hypotheses
- Definition of term conceptual definition
- Operational definition
- Assumption
- Limitation of study
- Theoretical framework
CHAPTER TWO
- Literature review
2.1 Sources of literature
- The review
- Summary of literature review
CHAPTER THREE
- Research methodology
3.1 Research design
- Research sample
- Measuring instruments
- Data collection
- Expected result
CHAPTER FOUR
- Data analysis and presentation
- Results and discussions
- Discussion
CHAPTER FIVE
- Summary and Recommendation
- Recommendation
CHAPTER ONE
INTRODUCTION
- BACKGROUND OF STUDY
Communication is the act of passing information, ideas and attitude from person to person. Communication includes all the symbols and means employed in passing them. In order to understand other people. One has to communicate. Radio / television are modern means of communication that inform, educate and entertain the public. They play an important role in national development.
Well, talking about radio and television without mentioning advertising is difficult because it’s obvious that no media house can survive without advertisement viewing from the angle of advertising being in existence, it could be taken that the primitive scrawls of the early man on the course were some genre of advertising. Also the biblical account of Adam and Eve and the serpent in relation to the forbidden fruit lends evidence to advertising being in existence from time memorial and almost for the time.”
Advertising is traced to be one of the earliest forms of mass communication namely:- town sire which were used in the dissemination of information about important ceremonies and events, such as inter – tribal ulars, disasters, marriage births deaths and so on. Even till data. Town criers are still being used in many villages in Nigeria to communicate vital information to the village dwellers. The town criers are paid in kind to encourage them.
Describing the town criers gong as a vital advertising signal that alerts the village dwellers about an impending announcement, Josef Bel – Molokwu (1986) notes that the gong as rudimentary as it may now appear, was most effective as an attention catcher, and remains so, no matter how hand we might try to discredit it in the name of the birth of high technology devices.
Adverts are now carried through newspapers, magazines, television, bill boards and so on. we have come a long way since West Africa publicity (now, lintas) was established in 1928, with the initial objective of rationalizing the poster business since west Africa publicity. It introduced the first noon sign for Hercules bicycles in the 1951 and arranged for the first live commercial for star beer and Lola 1960. however advertising practice is best judged by the performance of the three key players of the advertising game the advertisers, the advertising agencies and the media.
Advertising is a very powerful means of promoting goods and services worldwide. That is why advertising is embraced by capitalist and socialist countries alike. How ever, not every body is aware that advertising is seen as no more than a selling tool to bee used by business men. How ever, government, charitable organization and political parties all need advertising for the promotion of their ldeas policies and worth while causes.
The reason why advertising is a more appropriate way of promoting the sale of goods policies, ldeas and stabilization of every media house inherent in the way it is practiced practitioners of advertising believe that all goods, services, ideas, policies and even government are in a kind of conflict. This is the conflict of acceptance occasioned by the availability of competing goods, services, ldeas, policies and government, because of this conflict, not even a military government is guaranteed automatic acceptance consequently, the practice dictates that you look for what is this most sellable aspect is expressed in a unique selling proposition (U S P) which must be consumer – oriented, rather than manufacturer oriented.