THE INFLUENCE OF TV ADVERTISING IN STIMULATING CONSUMERS PREFERENCES OF COCA-COLA SOFT DRINK (A CASE STUDY OF ENUGU URBAN)

ABSTRACT

This research study is based on the influence of TV advertising in stimulating consumers preference of Coca-Cola soft drink among the residents of Enugu urban. The researcher adopted the survey research method in carrying out this study. Questionnaire was structured and administered to the sample of the study, which was drawn from the population using the Taro Yamane formula. A total of three hundred and twelve (312) questionnaires was administered and used for the analysis. In all, three hypotheses were tested using the Chi-square formula, for statistical support. From the analysis, it is discovered that the TV advertising message play a vital role in stimulating consumer preferences of Coca-Cola soft drink among the residents of Enugu urban. Part of the recommendations of this study is that government should properly equip the media with good facilities to enable them to advertise any product being paid for by the individual or a company. On the part of media practitioners, they should adhere strictly to laid down professional and ethical standards to avoid adulterated or prejudiced reports on advertising.

CHAPTER ONE

1.0   INTRODUCTION                                                       1

• Background of the Study 1
• Statement of the Research Problem 2
• Objectives of the Study 3
• Significance of the Study 4
• Research Questions 5
• Research Hypothesis 5
• Theoretical Framework 6
• Definition of Terms 8
• Assumption 10
• Scope and Limitation of the Study 10

CHAPTER TWO

2.0   LITERATURE REVIEW                                             13

2.1   Sources of Literature                                                        13

2.2   Review of Relevant Literature                                   13

2.3   Summary of Literature                                             19

 

CHAPTER THREE

3.0   RESEARCH MYTHOLOGY                                                22

3.1   Research Method                                                     22

3.2   Research Design                                                      22

3.3   Research Population                                                        23

3.4   Research Sample                                                     24

3.5   Instrument for Data Collection                                25

3.6   Method of Data Analysis                                          25

3.7   Expected Results                                                     26

CHAPTER FOUR

4.0   PRESENTATION AND INTERPRETATION OF DATA  29

4.1   Data Presentation and Analysis                                       29

4.2   Test of Hypotheses                                                   34

4.3   Discussion of Results                                              38

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS   42

5.1   Summary                                                                 42

5.2   Conclusion                                                              43

5.3   Recommendations                                                   44

Bibliography                                                            47

Appendix                                                                 49

 

LIST OF TABLES

Table I:     Sex distribution of respondents                               29

Table II:    Age distribution of respondents                               30

Table III:   Marital status of respondents                          30

Table IV:  Do TV advertising messages make you to

buy the drink                                                   4

Table V:   To what extent would you say that

commercial on advertising media provide

you with information about this drink?           32

Table VI:  When there is increase in TV advertising

do you increase your consumption rate of

Coca-Cola                                                                33

Table VII: Do you buy or drink Coca-Cola soft drink               33

Table VIII: Does Coca-Cola commercial on the

media makes you prefer Coca-Cola drink

to another soft drinks?                                    34

Table IX:  Testing of Hypothesis I                                     35

Table X:   Testing of Hypothesis II                                    36

Table XI:  Testing of Hypothesis III                                   37

CHAPTER ONE

 

INTRODUCTION

1.1   BACKGROUND OF THE STUDY

The influence of TV advertising in stimulating consumer preference and product promotion dated as far back as the existence of man. Although its identification as a business factor originated form the Roman empire days. Through the ages, from the Roman empire to the tuareg caliphate, what today called advertising had been used in different cultures as a boom to man’s major occupation and commerce. As a newer life style evolved so did man’s quest for self sustenance and independence. Wit this trend grew trade first by barter and later by media exchange, like the talent through time to the cowries, the manila and today’s currency. Commerce begot competition, and competition begot advertising. Advertising is a group of activities aimed at and including dissemination of information in any paid non-personal form concerning an idea, product or service, to compel action in accordance with the intend of an identifiable sponsor.

The essence of embarking on TV advertising in stimulating consumer preference and product promotion by an organization is not far from compelling buying action of a product (Coca-Cola) service or the acceptance of idea, to change buying attitude of the consumer to a product sustaining these position disposition and attaining constant acquisition of the patronage, evaluating and reviewing the above antecedent so as to remain abreast with performance. Because of its salient role in marketing, advertising and product promotion is viewed as a key marketing support and an inevitable arm of any enterprise that aims at being successful.

1.2   STATEMENT OF THE RESEARCH PROBLEM

In today’s business world, advertising in stimulating consumer preference has continued to dominate pages of newspaper, magazine and bill boards all in the name of product promotion. Even the cloths we wear, on daily basis, and drinks we choose to consume. The research problem includes:

1. Does TV advertising on Coca-Cola drink have influence on buying habit of their audience?
2. Why do people buy Coca-Cola soft drink in preference of others?
3. To what extent is the television advert on soft drink effectives?
4. Do the prices of a Coca-Cola brand affect its patronage?
5. Does increase on TV advert increase consumption rate?

 

1.3   OBJECTIVES OF THE STUDY

To find out the influence of TV advertising in stimulating consumer preferences and acceptability of a product.

To ascertain whether TV advertising is responsible for brand loyal of the consumers.

To unravel whether TV advertising is responsible for consumers choice of product services.

To discover if TV advertising has neutral effect in a stimulating consumer preference.

To find out their impression on advertising product eg. (Coca-Cola).

1.4   SIGNIFICANCE OF THE STUDY

The influence of TV advertising in stimulating consumers preferences is timely especially now that every organization is seeking a means to maximize the patronage of their product and enhance their rates of turnover using any means available. Study of this nature will be immense benefit to such organization.

Also, this project will be very important to advertising agencies, academician, Coca-Cola consumers and general publics as it will enable them to appreciate the reason behind their references on one product to another.

It will be of great benefits to government, mass media, as it will enable them to know the techniques and right words to use that could change the consumers behaviour in favour of their product on the contents of advertisement. Also it will help in changing the impression of consumer on what TV advertising is all about.

1.5   RESEARCH QUESTIONS

1. Does TV advertising have any significant change in consumers buying behaviour?
2. Does it have any effect or impact on manufacturers turnover?
3. Does price of soft drink have any influence in stimulating consumers choice of soft drink?
4. Does Coca-Cola TV advertisements contribute for its preference to other soft drinks by the consumers?
5. What is the reason behind their behaviour towards the product?

 

1.6   RESEARCH HYPOTHESES

Hi₁:  TV advertising especially the Coca-Cola drinks has a positive influence on buying habits of their target audience.

Ho:   TV advertising especially the Coca-Cola drinks does not have positive effects on the buying habit of their target audience.

Hi₂:  Advertising campaign of Coca-Cola product increases sales turnover for the manufacturer.

Ho:   TV advertising campaign of Coca-Cola product does not increase sales turnover for the manufacturer.

Hi₃:  Consumers choice of soft drinks is related to price of soft drinks.

Ho:   Consumers choice of soft drinks is not related to the price of soft drink.

Hi₄:  Coca-Cola advertisement contributes for its preference to other soft drink by the consumer.

Ho:   Coca-Cola advertisement does not contribute for its preference to other soft drink by the consumer.

 

1.7   THEORETICAL FRAMEWORK

This research work is anchored on the theory of media effect known as magic bullet or hypodermic needle theory. A given message for instance (adverts) reaches every eye or ear in the same way that provide essential uniform responses. The development of this theory is the obvious fallout of impact of emotional advertising messages media are seen as to be ultimately effective, and has the impact by the powerful stimuli from the media are seeing as to be ultimatematly effective and has the impact of a bullet on human being when struck by the powerful stimuli from the media. The major view being canvassed here is that the media is powerful mind controlling agent and that all mass media audience receive and react without fail to the powerful stimuli they are exposed to consumer have no ability to screen out or criticized advertisement rather they behave according to and advert directives. The magic bullet theory has assumed that a given message reached every eye or ear in the same way or provoked essentially information responses. The power of the media was compared to that of a needle or bullet such that once you are touched you are bound to react or respond to it. Media stimuli were assumed to operate like magic bullets that penetrated people’s minds and instantly created associations between strong emotions and specific concepts. Magic bullet theory assumed that the rational is mind a mere façade, incapable of resisting powerful messages. The hypodermic needle theory implied that mass media had direct, immediate and powerful effect on its audiences. The theory suggests that the mass media could influence a very large group of people directly and uniformly by shooting or injecting them with appropriate messages designed to trigger.

 

1.8   DEFINITION OF TERMS (Conceptual and Operational)

The term will be defined operationally and conceptually. This is to enhance the understanding of terms.

1. Influence:

Conceptual: It means dramatic or forceful effect.

Operational: Influence is the degree of advertising effect on Coca-Cola consumer.

2. Preferences:

Conceptual: This is the attitude exact of liking a product better than another.

Operational: Preference is the ability to choose or select Coca-Cola than other soft drinks.

3. Advertising Campaign:

Conceptual: Advertising campaign is showing the product to people and telling them to buy.

Operational: Advertising campaign are messages directed to the audience that course their psychological consumption of Coca-Cola.

4. Sales Turnover:

Conceptual: This is a rapid purchase of a product.

Operational: This is the total number of Coca-Cola soft drink sold by the company in a year.

5. Buying Habit:

Conceptual: Buying habit is readiness or way by which people buy a product.

Operational: This is the readiness or ways by which people buy a Coca-Coal soft drink.

6. Price:

Conceptual: This can be defined as a means of assessment of the money which has to be paid to purchase something.

Operational: This can be seen as value of Coca-Cola soft drink.

7. Consumer Choice:

Conceptual: This can be defined as the ability of consumer to decide between alternatives.

Operational: This is the ability of the consumers of Coca-Cola to choose Coca-Cola from other soft drinks available to them.

 

1.9   ASSUMPTIONS

This project is based on the following assumptions which were important in the formulation of the hypothesis. It is assumed that the consumers consider the advertising messages of Coca-Cola while buying drink. Also consumers preferences of Coca-Cola is related to the price of the product.

Another assumption is that consumers preferences of Coca-Cola, is related to the price of the product. Advertising can not affect a consumers behaviour and increase in consumption of rate of Coca-Cola is not related to consumption of rate of Coca-Cola is not related to advertising.

 

1.10 SCOPE OF THE LIMITATION OF THE STUDY

The problem being investigated in this research project is such that concern every consumer of Coca-Cola as a result take a national nature.

However, as a result of existing constraints, this study shall be limited to various areas in Enugu urban such as Abakpa, Obiagu, Emene, New Heaven, Uwani, G.R.A in Enugu urban. 300 respondents were randomly selected from each of the area and were used as adequate representations of the whole population. This is as a result of time and financial constraints of the researcher to carryout a through and indepth study of the topic under study, as a result was limited to 300 respondents. It is however hoped that this could be generalized to all Coca-Cola consumers in Enugu urban.

REFERENCES

Carison, W. (1985). Using a Funnel Approach to Aid Creativity Advertising in Nigeria, Journal of AAPN Vol. 4. No.2

Haskings, J.B. (1979). An Introduction to Advertising Research, University of Tennessee.

Okigbo, Charles Ed. (1990). Economic Effect of Advertising. Enugu: NAAP Press.

Stapleton, John (1979). Advertising Media Sales, Advertising and Public Relations, Enugu: Snaap Press.

Download our android mobile app for more materials

ORDER NOW

COMPLETE MATERIAL  COST  N2,500 Or $10.  FRESH  PROJECT MATERIAL  COST 50,000 NAIRA FOR UNDERGRADUATE, OTHERS 100,000 -200,000 NAIRA.

THE NATURE AND CONSEQUENCES OF JUVENILE DELINQUENCY IN NIGERIA: A STUDY OF ENUGU NORTH LGA, ENUGU STATE

Foreign Transaction For Dollars Payment :
Bank Name: GTBank
Branch Location: Enugu State,Nigeria.
Account Name: Chi E-Concept Int’l
 Account Number:  0117780667. 
Swift Code: GTBINGLA 
Dollar conversion rate for Naira is 175 per dollar. 

ATM CARD:  YOU CAN ALSO MAKE PAYMENT USING YOUR ATM CARD OR ONLINE TRANSFER. PLEASE CONTACT YOUR BANK SECURITY FOR GUIDE ON HOW TO TRANSFER MONEY TO OTHER BANKS USING YOUR ATM CARD. ATM CARD OR ONLINE BANK TRANSFER IS FASTER FOR QUICK DELIVERY TO YOUR EMAIL . OUR MARKETER WILL RESPOND TO YOU ANY TIME OF THE DAY. WE SUPPORT CBN CASHLESS SOCIETY. 

OR
PAY ONLINE USING YOUR ATM CARD. IT IS SECURED AND RELIABLE.

form>DELIVERY PERIOD FOR BANK PAYMENT IS  LESS THAN 24 HOURS

CALL OUR  CUSTOMERS CARE  OKEKE CHIDI C ON :  08074466939,08063386834.

AFTER PAYMENT SEND YOUR PAYMENT DETAILS TO

08074466939 or 08063386834, YOUR PROJECT TITLE  YOU WANT US TO SEND TO YOU, AMOUNT PAID, DEPOSITOR NAME, UR EMAIL ADDRESS,PAYMENT DATE. YOU WILL RECEIVE YOUR MATERIAL IN LESS THAN 2 HOURS ONCE WILL CONFIRM YOUR PAYMENT.

WE HAVE SECURITY IN OUR BUSINESS.   

MONEY BACK GUARANTEE

THE INFLUENCE OF NOLLYWOOD MOVIES ON THE LIFE STYLE OF STUDENTS OF THE INSTITUTE OF MANAGEMENT AND TECHNOLOGY, ENUGU

ABSTRACT

The research work which have examined the influence of nollywood movies on the life style of students of institute of management and technology (IMT) Enugu is presented. There are five chapters, each deals with different perspective and hours  reasonable fact could be drawn as in what way nollywood movies has been beneficiary to students of higher institution. In the first chapter which deals with general introduction. This gives us the highlight of the problems aim and objective likewise its importance. This chapter also explain how nollywood movies affected and brought changes and unstoppable materialization one of which is the adoption of styles of living by the Africa continent and Nigerian most especially. However, the gospel truth first remains that the society is misplanning its values, cultural heritage and at the center of all our students in tertiary institution who are undoubtedly leaders of tomorrow whether they are possessions of quality personality or on the contrary. In the chapter two of this research work which deals the part work done in this are and the system used in the working of the project. In this chapter many scholars in the field of movie writing and production, such persons as Tunji so timi, fred Amata, Zeb Ejiro and host of others. It also review that cinema that gave birth to nollywood in Nigeria begin showing film during the early 1910, and it was introduced by the colonial imperialist to brainwash Africans dehumanized them and destroy their cultural values so as to achieve their exploitative objective. Chapter three of this research word, it lays emphasis on the process, system and procedure of getting information fro the purpose of arriving at a dependable solution on the research topic. This chapter three handles the methodology used where the sources of data for this research work done. In chapter four focuses in the information generated to present a feature data on the topic. It also explain the method used for this research work and the questionnaire was applied and administered to the respondents who answered and return them. Chapter five of this research work which is the last chapter focuses on the overall summary, nutshell analyze the research work. Also conclusion elaborates on the challenges encountered during the course of the project and some remarks. While recommendation encompass the various facts generated and presented as to use if to charge the general societal miss values most especially in on tertiary institution in Nigeria using institute of management and technology (IMT) Enugu as a case study.

CHAPTER ONE

INTRODUCTION                                                   1

• Background of the Study 1
• Statement of the Research Problem 5
• Objectives of the Study 6
• Significance of the Study 6
• Research Questions 8
• Research Hypothesis 9
• Theoretical Framework 10
• Scope of the Study 12
• Limitation of the Study        13

Reference                                                       14

CHAPTER TWO

LITERATURE REVIEW                                           15

• Sources of Literature 15
• Review of Relevant Literature 15
• Summary of Literature 20

Reference                                                       21

 

CHAPTER THREE

METHODOLOGY                                                    22

3.1  Research Design                                              22

3.2  Research Population                                                22

3.3  Research Sample Size                                       23

3.4  Instrument of Data Collection                            24

3.5  Method of Data Collection                                 25

3.6  Method of Data Analysis                                   25

3.7  Expected Results                                             25

References                                                      26

 

 

CHAPTER FOUR

PRESENTATION AND INTERPRETATION OF FINDINGS

• Data Analysis and Results 27
• Analysis of Research Questions 35
• Discussion of Result 38

References                                                      41

 

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION

FOR FURTHER STUDY                                           42

• Summary of Findings                            42
• Conclusion 43
• Recommendations 43

 

Bibliography                                                    46

Appendix                                                        47

 

 

 

 

CHAPTER ONE

 

INTRODUCTION

1.1  BACKGROUND OF THE STUDY

The influence of nollywood movies on the life style of students of institute of management and technology (IMT) Enugu. Today nollywood movies has dominates the life of man kind and it has been upgrade to a level where all things happen without using energy as it was in the case of past centuries. This century had brought along changes and unstoppable materialization which is the adoption of styles of living by the Africa continent an Nigeria most especially, it is obvious that the advent of technology has really affected societal norms and values.

However, the truth remains that the society is misplacing its values, cultural heritage and the center of all our students in tertiary institution who undoubtedly leaders of tomorrow whether they are poriessians of personality or on the contrary. The Nigeria nollywood moves are been formed the undesirable habits of watching every home video released into the market have there have been a monitored of criticisms being leveled on these home vides for their failure to promote morality in our higher institution of learning.

What is being showcased and obtained in Nigeria nollywood movies in nutshell are cased of violence, prostitution, money laundering, armed robbery and photography as could be extracted from this film “the senator” the film propagate double standard, lack of honesty, cultism, wrong societal value, black mail success through dubious means and lack of respect for parents. As a mirror to the society, the film has been labeled to send a wrong message to the minds of students of higher institution. It misplaced the universal standard of how an average students ought to go about in his/her sojourn in tertiary institution, making thieves, armed robbers, cultists from our generation of students.

Nigeria nollywood movies instead of being messages, story liens that could promote our cultural heritage and good values have deviated in adding more problem instead of trying to solve them. Some films introduced prostitution as the only way out for a female students whose infirmity could not pay her school fees, as if prostitution is the answer to poverty. They failed to show some students that are in such situation that the normal thing to do may be through menial jobs and other sources.

The video “THE SENATOR” brings out social vices and deviant behaviour in the truth of matter remains that the important such film is having on students of tertiary institution is of negative. Now some believe that getting to the top is by joining secrete cults or becomes blank mailers. Such videos creates conflict of reasoning and most time changes ideas and orientation hereby causing violence in our higher institution.

Today, our institutions are dumping ground of mediocre, there you will find prostitutes, armed robbers, homosexuals, lesbians, cultists. Whose still is that home video promote the ills, finding, its way into our campus and after scrutinizing every home videos can hardly find one that promote hard work, intelligence, respects, peace, development, education or promote moral education that is to say the nollywood producers gives our student foreign disguise through our local actors and actresses. Our nervousness now is that the continual extent hard adverse social and moral decadence in our campuses which are cannot risk and afford if our future should be guaranteed.

Therefore, the essence of this study is very important because whether it should be given a thought or not. It is believed that our youth, most especially students in tertiary institution are being impacted with home video with unacceptable ways of life obviously opposed by our cultural heritage and societal norms and values. Have what touches a finger must spread to the hand this means that the ugly behaviour being exhibited by our student in higher institutions as a result of watching nolllywood movies will certainly effect Nigeria if not today surely we cannot escape of tomorrow.

 

1.2  STATEMENT OF THE RESEARCH PROBLEM

This research work tries to x-ray the impact of home videos are having on students of institute of management and technology (IMT) Enugu. Nollywood movies offer time channel wrong information to these students hereby causing anomaly in campus. This films are deviating from acceptable success goals instead they impact social vices as success goals.

Most of these films are rated for general viewing and indicating that some are unhealthy for children but what does these audience including students stands to gain. What impart will it be making in their lives? Is it necessary at all to watch nollywood movies? Does it promote morality especially in pursuance of excellent moral standard in our tertiary institutions.

 

1.3  OBJECTIVES OF THE STUDY

Moral standard are assumed not to be promoted in institute of management and technology (IMT) Enugu, and the purpose of this study is to verity the truthfulness of this assumption among the aims are:-

• To identify the problems being portrayed by the watching of noallywood movies by students.
• To print out some positive impact of nollywood movies.
• To find out level of efficiency on nollywood movies in life style of student in IMT.
• To proffer solutions to the challenges facing students of IMT through nollywood movies.

 

1.4  SIGNIFICANCE OF THE STUDY

The influence of nolywood movies on the life style of students of (IMT) is very important to the society now, that most students in their leisure time enjoy watching nollywood movies.

The researchers are convinced that there are immeasurable significance of home videos on the students. Every day lives are lit of violence in our campus. Our higher institutions are dumping grounds of prostitution, armed robbers etc.

These students exhibits what they see as local and foreign movies. As each day passed, negative information continues to influence the way of life of the students in IMT.

This study will thoroughly examine and analyze critically the introduction of nollywood in Nigeria and its goal aspiration, motives purpose and achievement so far. Not only that it will also look at the impact of this films on its viewers most especially students and to what length has it contributed to the social ill in our campus.

With the enormous adverse effects of present home videos, the output of this research work is expected to be of immense benefits to the society in general. This work will succulently expose the inherent dangers of exposing our future leaders to all sorts of nolly wood movies.

Mandatory measures would have be taken and organization where responsibilities include censorship would generate information that will make them come alive to their responsibility.

Summarily not only the students that will gain but also government, organization individuals, private sector etc. we hope that this work findings suggestions are recommendation will change our campuses for the betterment of tomorrows.

 

1.5  RESEARCH QUESTIONS

1. To what extent does nollywood movies effect students of IMT?
2. Does students drive anything positive from watching nollywood movies?
3. To what extent does nollywood movie promote social vices in our society?
4. Does it reflect our very nature essence?
5. To what extent does nollywood movies have positive impact on life of student?

 

1.6  RESEARCH HYPOTHESIS

The hypothesis to be tested ion this study include:

H₁:  Nollywood movies affects the students to the extent that mould their way of life.

Ho:  Nollywood movies does not affect the student to the extent that it mould their way of life.

H₂:  Nollywood movies is a reflection of our society which the campus is part of.

Ho:  Nollywood movies is not reflection of our society which the campus is part of.

H₃:  Nollywood movies by every means promote and aggravates violence.

Ho:  On the contrary of promote co-existence.

H₄:  Nollywood movies has very little impact on students whether positive or negative.

Ho:  It has significant impact on them.

1.7  THEORETICAL FRAMEWORK

The vary nature of movie generally makes it influential on people because of direct behaviour. It has been credited with ability to change attitude, norms, values and perception. This is why it is important to extract a proper documentation of its impart on the students of tertiary institution so as to enable government fashion out its policy. Because the advance are vary active they tend to choose for themselves the nollywood movie to watch.

Ousmane Sambene (1977) observes that the majority of films shown in Nigeria are products of cultural transfers. This we know is capable of affecting the society both in behaviour and cultural patterns.

Films produced by Africans for African and their way are shown extensively to African should serve as antidotes or otherwise an oppositions to colonial/foreign movies being transferred to African rather than copying their story line.

Consequently, printing ugly image for ourselves and creating immoral films as if our society celebrate such. In their own study Bandima and Ross (1973), observed that people who watch aggressive films are likely to be more aggressive (1948) London conference comments that its natural therefore that people should be concerned conscious of the effect of movies in which it had been invested and interpreted that films in Nigeria encompasses considerable high damage.

In an article, the guardian newspaper of June (1993) said this “what good for Europe should not be applicable to Nigeria policy. Makes in the film industry are to be faulted for they have permitted this for long, using script or story line in London, for instance, for produce for Nigeria viewing (P10) can hardly affect such person. In or present generation we have films on “crime and blue films” films such as the senator 1 x 2.

Though many watchers of home videos said there movies are entertaining in nature, kill stress and have strong motivation. The public recognized the potentials of home videos its the antidote for stress, loneliness, boredom, depression, etc.

 

1.8  SCOPE OF THE STUDY

This explains human behaviour as it occur as a natural response to stimulus and observes such response. Hence of explains her beahviour and attributes this explanation to herself.

Audience needs is generated by their individual and group differences for example the way one adopted messages is quite different from the way others will.

These features that exist in all societies, finally, people selectively choose the content of nollywood movies the way they want to understand it, which means people want to choice individually, what is applicable to persona “A” may be different to person B. This is called SELECTIVE PERSPECTIVE in communication.

1.9  LIMITATION OF THE STUDY

I believe the supervisor took certain concentration on our behalf such as finance and home limitation that is why he constrained us to only IMT environment.

Also practical and class assignment have not afforded the researcher enough time to carry out extensive research on the theme.

REFERENCES

Okoye Joseph (2010), Public Opinion Formation: Mal 331 (Lecture Notes) Enugu, Nigeria: IMT Enugu.

Eze Charles (204), Elements of Feature and Article Writing-Enugu, Nigeria Providence Press.

Eze, Mark, (2008), Dynamics of Communication Research, Enugu Nigeria: Cheston Agency Ltd.

Ugboajah, F.O. (1987), Language Culture and the Western Nation Model in Ugboaja, Nwosu and Adaba (ed) Communication Training and Practice in Nigeria: Narobi, Alle.

Obasi, I.N. (1999), Research Methodology in Political Science, Enugu: Academic Publishing Company.

Download our android mobile app for more materials

ORDER NOW

COMPLETE MATERIAL  COST  N2,500 Or $10.  FRESH  PROJECT MATERIAL  COST 50,000 NAIRA FOR UNDERGRADUATE, OTHERS 100,000 -200,000 NAIRA.

THE NATURE AND CONSEQUENCES OF JUVENILE DELINQUENCY IN NIGERIA: A STUDY OF ENUGU NORTH LGA, ENUGU STATE

Foreign Transaction For Dollars Payment :
Bank Name: GTBank
Branch Location: Enugu State,Nigeria.
Account Name: Chi E-Concept Int’l
 Account Number:  0117780667. 
Swift Code: GTBINGLA 
Dollar conversion rate for Naira is 175 per dollar. 

ATM CARD:  YOU CAN ALSO MAKE PAYMENT USING YOUR ATM CARD OR ONLINE TRANSFER. PLEASE CONTACT YOUR BANK SECURITY FOR GUIDE ON HOW TO TRANSFER MONEY TO OTHER BANKS USING YOUR ATM CARD. ATM CARD OR ONLINE BANK TRANSFER IS FASTER FOR QUICK DELIVERY TO YOUR EMAIL . OUR MARKETER WILL RESPOND TO YOU ANY TIME OF THE DAY. WE SUPPORT CBN CASHLESS SOCIETY. 

OR
PAY ONLINE USING YOUR ATM CARD. IT IS SECURED AND RELIABLE.

form>DELIVERY PERIOD FOR BANK PAYMENT IS  LESS THAN 24 HOURS

CALL OUR  CUSTOMERS CARE  OKEKE CHIDI C ON :  08074466939,08063386834.

AFTER PAYMENT SEND YOUR PAYMENT DETAILS TO

08074466939 or 08063386834, YOUR PROJECT TITLE  YOU WANT US TO SEND TO YOU, AMOUNT PAID, DEPOSITOR NAME, UR EMAIL ADDRESS,PAYMENT DATE. YOU WILL RECEIVE YOUR MATERIAL IN LESS THAN 2 HOURS ONCE WILL CONFIRM YOUR PAYMENT.

WE HAVE SECURITY IN OUR BUSINESS.   

MONEY BACK GUARANTEE

THE IMPACT OF ADVERTISING REVENUE ON THE SUSTENANCE OF ELECTRONIC MEDIA IN NIGERIA

(A CASE STUDY OF N.T.A. ENUGU)

ABSTRACT

 

This study “The Impact of Advertising Revenue on the Media”, was aimed at finding out what influence the funds advertising have on the electronic media in Nigeria. various segments of the media industry outdoor, TV, newspaper, magazines, advertisers and advertising bodies in Enugu were studied. Four hypotheses were formulated in the research work which were tested to determine revenue impacts on the management of the media in Nigeria. The data for the study were collected through the use of research questionnaire administered to six and only selected workers in the media house in Enugu were used. Finding percentages. Further more, public relation managers and other managers in various forms whose firms advertises their corporate reputation (images) were enjoined to grant advertising research to such media. A greater percentage of the funds available in the media in Nigeria emanate from the advertising be it government or private owned media. The operational efficiency of any electronic media is mainly dependent, among other things on the fund available to it. Advertisers in various media organization have control over audience and over the electronic media. Advertising revenue has the same effect o the consumer and the electronic media. The researcher recommends that media managers should take the direct marketing approach to attract advertisers in whose hand is the substance of their organization. It was also recommended that electronic media management in Nigeria should shift the importance they attached themselves to advertisers who patronize them. This will further encourage the advertisers to remain with the medium.

CHAPTER ONE

INTRODUCTION                                                   1

• Background of the Study 1
• Statement of the Research Problem 7
• Objectives of the Study 8
• Significance of the Study 9
• Research Questions 10
• Research Hypothesis 10
• Theoretical Framework 11
• Scope of the Study 12
• Limitation of the Study 12
• Definition of Terms 13

Reference                                                       15

 

CHAPTER TWO

LITERATURE REVIEW                                           16

• Sources of Literature 16
• Review of Relevant Literature 16
• Summary of Literature 40

Reference                                                       46

 

CHAPTER THREE

METHODOLOGY                                                    47

• Research Design 47
• Area of Study 47
• Research Population 48
• Research Sample 49
• Sampling Techniques 49
• Instrument of Data Collection 50
• Method of Data Collection 51
• Method of Data Analysis 52
• Expected Results 52

 

CHAPTER FOUR

PRESENTATION AND INTERPRETATION

OF FINDINGS                                                              54

• Data Presentation and Analysis 54
• Analysis of Research Questions/Hypothesis 74
• Discussion of Result 80

 

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION

FOR FURTHER STUDY                                           82

• Summary 82
• Conclusion 83
• Recommendation 83

 

Bibliography                                                    85

Appendix I                                                      86

Appendix II                                                     87

LIST OF TABLES

 

Table 1:  Age distribution                                        54

Table 2:  Sex distribution                                        55

Table 3:  Marital status                                           56

Table 4:  Educational level                                       56

Table 5:  Occupational level                                     57

Table 6:  Table six asked if the media can exist

with our revenues from the advertising        57

Table 7:  If Advertisers control financial aspect

of media                                                  58

Table 8:  To know if the greater percentage of funds

for the media causes from the advertising    60

Table 9:  Without the advertising the media has no

other sources of income                            61

Table 10: If advertisers control the media via what

they advertises                                                62

Table 11: Revenue maximization is the utmost aim

to advertisers                                           65

Table 12: Revenue generation determines the

advertisers action or inaction                      66

Table 13: Publishers, media operators, governments

have no control of media as advertisers do   66

Table 14: The control of the media is total in the hands

of operators, owners and government         67

Table 15: Is the sponsorship or electronic media

different from its control                            68

Table 16: Very other source of revenue open to media

is significant                                             69

Table 17: Media depends on advert                                  69

Table 18: Quality of staff or volume of equipment do

not control the media                                70

CHAPTER ONE

INTRODUCTION

1.1  BACKGROUND OF THE STUDY

Advertising practices in Nigeria have not been handled with seriousness, which it deserves.  As a result of this earlier growth neglect, reliably recorded chronicling of advertisement in Nigeria.

According to Molokwu (2000), what exists are only scantly patches of information put together by one or two organizations.

Advertising emanates from the latin word “advertise” which means to drawn attention to one thing or the other. A look at the biblical account of certain creation and the subsequent fall of man (Gen:1-6) “Mr” serpent who promoted the goodness of the “forbidden fruit” to Adam and Eve.

The biblical part of advertising ethics forbids telling lies. The said any day you eat of it, your eyes will be opened and you will know good and evil, so the woman took of the fruit and eat, she also kept for her husband from all indication the serpent used our modern step flow of information concept when he went through Eve. From the account, Eve was the first human being used to advertise a product. Coming to Nigeria scenario, the earliest crude advertising formed in Nigeria includes the town criers clearly morning or night gong) which alerts the villagers. Another form of advertising was the use of bells in the marked square, in all effort to “draw attention” to advertised product.

The live-irontin newspaper introduced by Henry Townsend in the late 19^th century (1819) saw advertising metamorphosiced from its crude form in the century to an organized activity. It provided a form for tradesmen who hitherto organized the product of art impression and printed posters street signs, stage events and forms of sales support.

Molokwu (20000) traced the first formal advertisement in Nigeria which used the forum of information of stripping movement and movement and cargo to the iwe-irohin. Later the growth of printing led to the emergency of well printed black and white posters which eventually gave birth to the organized out door advertising as we know today. As time went on, median photograph was discovered and its subsequent advert in Nigeria brightened tremendously the fall of advertising in Nigeria just as cinematography equally emerged on the scene.

The Royal Niger Company (RNC) played fore runner role in the development of advertising in Nigeria, this Royal Nigeria company metamorphosized into United African Company (UAC) it was this (UAC) that formed the West African publicity (WAP) limited the first advertising agency in Nigeria as an affiliate of the United African Company (UAC). The West African Publicity (WAP) was incorporated in London on August 13, 1928. The success of (WAP) led to the rapid growth and to its metamorphosis into Zintas West African Limited.

Earlier in 1959, WAP created out its body a fall pledged out-door services company which was indigenized in 1974. No doubts, the introduction of Radio and television in 1932 and 1960 respectively in Nigeria, coupled with the ever increasing population of Cinema brought the full growth of advertising in the country. Generally, advertising has two major aspect, it seek to inform consumers of the characteristics of the available products and it seeks to influence consumers by altering their demand. The first aspect of informative advertising plays an important role in the efficient operation of any free market system, the second aspect is one through which firms seek to control the market rather than being controlled by it.

Advertising influences consumers that explains why coca-cola (a soft drink company) will never stop advertising or it would surely loose sales to pepsi cola company. It will be noted that advertising shifts demands among very similar products, eg. Benson and Hedges/LDM Cigarette, Close-up/ madness, St. Michael, Bread, Ofoma bread etc, as Charles Okigbo in (Nwosu and Ekwelie, (1996-1999) observed that advertising has so many potentialities as for any given product is concerned. Its traditional functions are to inform, educates, persuade and ultimately move to act an consistent with the promotional objectives of the company.

Advertising is regarded as a serious and big business with a turnover N650 million in Nigeria in 1991. But no matter how big, have influential advertising tend to be, it would be reduced to nothingness, if there is no medium through which this non-personal presentation and protraction of ideas, good and services by an identified sponsors get the target audience. There lies the symbolic relationship between advertising and electronic media, radio, television and e-mail.

Advertising message area exposed to the public through any or a combination of the above media where we are discussion advertising efficiency that is:

• The advertising cost per larger buyers reached by a medium.
• Percentage of people who saw and read advertising.
• Consumer opinion on the advert content and its effectiveness.
• Number of people that advert stimulated etc. or whether we are telling of “media efficiency” that its reaching the maximum possible audience for the smallest possible cost (Adirika, Ebue and Nnolim 1996).
• Before and after measures of attitude to wards the product.

Meanwhile, here is one common word in the concepts: advert efficiency media efficiency. These efficiencies presupposes measurable index-cost indicate price, a noun meaning account of money for which the media space or airtime is to be sold or bought. It is the sun total of the price collected from advertising by electronic media operators in Nigeria for any year. This annual price form the advertising revenue for the electronic media in the country.

The advertising revenue have tremendous impact and influence on the electronic media in the country, for instance it be continually, advancing both the information and technology. While others have little or no influence on some of the electronic media in the country. Coming to individual media organization some go out of business soon after their commencement, while other advertisers have little or no influence on the additional policies of the electronic media all as a result of advertising revenue on the electronic media in Nigeria. The radio Nigeria Enugu metropolis is no longer as it used to be while AIT, FM is currently settling the space in Nigeria business nationwide; all courtesy of advertising revenue.

 

1.2  STATEMENT OF THE RESEARCH PROBLEM

Advertising revenue has played a vital role in the maintenance of electronic media in Nigeria. it determines which of them will not, the question is what actually is the impact(s) (if any) of advertising revenue on the management of media in Nigeria.

The purpose of this research work is therefore to find out what the impact advertising revenue has on the management of electronic media in Nigeria, that is what role does the advertising revenue play in the sustenance of media house in Nigeria,

 

1.3  OBJECTIVES OF THE STUDY

Advertising revenue has played a vital role in the maintenance of electronic media. This study has the following objectives.

1. To find out if advertising revenue has played any role in the existence of electronic media in Nigeria.
2. To determine the nature of the impact advertising revenue has on the management of electronic media in Nigeria.
3. To find out if advertising revenue in any way, even remotely controls the electronic media management in Nigeria be it private or public owned media or otherwise.
4. To find out if the advertising has anything to do with establishment of six various advertising bodies in Nigeria, such as programmes, engineering, commercial, administrator, finance, news and current affairs department.
5. To what extent these bodies interfere in the management of electronic media in Nigeria.

 

1.4  SIGNIFICANCE OF THE STUDY

This study will benefit various categories of business firms in the Nigeria, especially those that have one thing or more to do with the advertisement of their product or services. They will learn the time impacts which the revenue accruing from their organization have on the management of media through which their advert message are exposed to the large audience. This study will also ascertain extent advert revenue influence the management of the media in Nigeria.

 

1.5  RESEARCH QUESTIONS

The researcher asked the under listed questions:

• Does the greater percentage of fund available to the media emanate from advertising?
• Does the amount of revenue available to the media house determine their operational efficiency?
• Does the advertising revenue have the same effect on the consumers and media management?
• Does advertisers in various media organization have control the audience and the media.

 

1.6  RESEARCH HYPOTHESES

Ho:  The greater percentage of fund available to the media does not emanate from advertising.

H₁:  The greater percentage of fund available to the media emanates from advertising.

Ho:  The amount of revenue available to the media house does not determine their operational efficiency.

H₂:  The amount of revenue available to the media house determines their operational efficiency.

Ho:  The advertising revenue does not have the same effect on the consumers and media management.

H₃:  The advertising revenue have the same effect on the consumers and media management.

Ho:  Advertisers in various media organization does not have control over the audience and the media.

H₄:  Advertisers in various media organization have control over the audience and the media.

 

1.7  THEORETICAL FRAMEWORK

Through we have several other communication theories that have relevance to the present research on “the impact of advertising revenue on management of the media in Nigeria”.

However, agenda setting uses and gratification and the two step flow theories are same theories that seem to have much or relevance to this study.

1.8  SCOPE OF THE STUDY

This study is centered on the impact of advertising revenue on the sustenance of electronic media in Nigeria – A study of NTA, Enugu.

The researcher tries to study the impact advertising revenue creates to the media and by so doing the residents of Enugu metropolis were used as a sampled study.

 

1.9  LIMITATION OF THE STUDY

There were certain factors that hindered certain efforts of the researchers. These are as follows:

Inadequate means of transportation was one of the factors, because certain areas during this research work where located to remote areas that were not motorable. Therefore researcher found it difficult to visit some organization in these area as.

Financial constraints were also another factor. There were problem of huge amount of money induced in the research study. Other academic works were also problems during this research work.

Questionnaire distributions were also another problem. Some of the questionnaires we rejected in some areas by the respondents due to the fear of information disclosure on the other hand, some of the questionnaires were wrongly filled, while some got lost in transit.

 

1.10 DEFINITION OF TERMS

Conceptual

• Impact – A strong impression known to the public by advertising.
• Revenue – Money which comes to a person, etc. from any source of gain.
• Management – The control and making of decision in a business of similar organization.
• Media – A means, especially radio or television by which new products area made known to the public.
• Advertising – A form of communication through the media about product, services ideas, personal sponsor.

 

Operational

• Impact – In this study it refers to reference of which effect of an advertising revenue has on the sustenance of the media in Nigeria.
• Revenue – In this study it is the sum total of funds available to the media, every media researchers media weather equipment skills informing educating and entertaining the public.
• Media – Radio to the medium or channel such as television, radio, computer, etc.
• Advertising – A form of communication through an identified sponsor. It is also professional planning creating, packaging and policy advertisement in the media.

REFERENCES

Molokwu Bel J.: Advertising in History. The Nigerian Scene (APCON 20000)

Okunna Chinyere S.: Teaching Mass Communication, A Multi Dimension Approach, 2002.

Download our android mobile app for more materials

ORDER NOW

COMPLETE MATERIAL  COST  N2,500 Or $10.  FRESH  PROJECT MATERIAL  COST 50,000 NAIRA FOR UNDERGRADUATE, OTHERS 100,000 -200,000 NAIRA.

THE NATURE AND CONSEQUENCES OF JUVENILE DELINQUENCY IN NIGERIA: A STUDY OF ENUGU NORTH LGA, ENUGU STATE

Foreign Transaction For Dollars Payment :
Bank Name: GTBank
Branch Location: Enugu State,Nigeria.
Account Name: Chi E-Concept Int’l
 Account Number:  0117780667. 
Swift Code: GTBINGLA 
Dollar conversion rate for Naira is 175 per dollar. 

ATM CARD:  YOU CAN ALSO MAKE PAYMENT USING YOUR ATM CARD OR ONLINE TRANSFER. PLEASE CONTACT YOUR BANK SECURITY FOR GUIDE ON HOW TO TRANSFER MONEY TO OTHER BANKS USING YOUR ATM CARD. ATM CARD OR ONLINE BANK TRANSFER IS FASTER FOR QUICK DELIVERY TO YOUR EMAIL . OUR MARKETER WILL RESPOND TO YOU ANY TIME OF THE DAY. WE SUPPORT CBN CASHLESS SOCIETY. 

OR
PAY ONLINE USING YOUR ATM CARD. IT IS SECURED AND RELIABLE.

form>DELIVERY PERIOD FOR BANK PAYMENT IS  LESS THAN 24 HOURS

CALL OUR  CUSTOMERS CARE  OKEKE CHIDI C ON :  08074466939,08063386834.

AFTER PAYMENT SEND YOUR PAYMENT DETAILS TO

08074466939 or 08063386834, YOUR PROJECT TITLE  YOU WANT US TO SEND TO YOU, AMOUNT PAID, DEPOSITOR NAME, UR EMAIL ADDRESS,PAYMENT DATE. YOU WILL RECEIVE YOUR MATERIAL IN LESS THAN 2 HOURS ONCE WILL CONFIRM YOUR PAYMENT.

WE HAVE SECURITY IN OUR BUSINESS.   

MONEY BACK GUARANTEE