OBIAGU’S VIEWERS ATTITUDE TOWARDS MID-NEWS COMMERCIALS TV NEWS

(A STUDY OF OBIAGU’S METROPOLIS)

ABSTRACT

Advertising is known as the process of marketing things (products and services) known to the people and it is considered as a non-personal communication of information usually paid for in most media, advertising spot art broadcast regular programs, the researcher’s aim is to examine the Obiagu’s viewers attitude towards mid-news commercials on ETV television news and ways through which used by the researcher, it is considered appropriate method as it involves large quantities of data gathering and distribution of questions to the respondents.

The chapter four of this work which represents responses to questions pose to them and as well test the hypothesis finally, this study reveals that majority of the viewers who watch ETV television should designate commercials to prgrammes such as musical or design a special program during which commercials will be aired.

CHAPTER ONE

INTRODUCTION                                                        1

• Background of the Study 1
• Statement of the Research Problem 5
• Objectives of the Study 5
• Significance of the Study 6
• Research Questions 7
• Research Hypothesis 7
• Theoretical Framework 8
• Scope of the Study 9
• Limitation of the Study 10
• Definition of terms (Conceptual and Operational) 11

Reference                                                            12

 

CHAPTER TWO

LITERATURE REVIEW                                                13

• Sources of Literature 13
• Review of Relevant Literature 13
• Summary of Literature 26

Reference                                                            27

 

CHAPTER THREE

METHODOLOGY                                                         29

• Research Design 29
• Area of Study 30
• Population of Study 30
• Research Sample 31
• Sampling Techniques 32
• Instrument of Data Collection 33
• Method of Data Collection 34
• Method of Data Analysis 35
• Expected Results 36

 

CHAPTER FOUR

PRESENTATION AND INTERPRETATION OF FINDINGS  

• Data Analysis and Results 38
• Analysis of Research Questions 38
• Test of Hypothesis 44
• Discussion of Result 45

 

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION

FOR FURTHER STUDY

• Summary of Findings 51
• Conclusion 52
• Recommendations 53

 

Bibliography                                                         55

Appendix                                                              56

 

LIST OF TABLES

 

Table 1:   Age range of respondent                                38

Table 2:   Gender of the respondent                              39

Table 3:   Respondents marital status                            40

Table 4:   Respondents who one television set        40

Table 5:   Respondents who watch television

programmes                                                 40

Table 6:   Viewers choice of station                               41

Table 7:   Audience choice of progarmmes                     42

Table 8:   Views perception toward ETV commercials      43

Table 9:   The state of facilities                                      44

Table 10: Impact of ETV mid-news commercials             45

 

 

 

 

 

 

 

CHAPTER ONE

 

INTRODUCTION

1.1   BACKGROUND OF THE STUDY

The solve functions of the every business enterprises is getting and keeping customers. A business man learn to see himself as not merely a producer of goods and services but also as a buyer of customers and as a door to those things which will make people want to deal with it as put by theotra levite.

In Nigeria, where a free enterprise economy of business intervention. Anybody that has mean of small scale business or a big capital can set up a business.

Though there are many products, services and organization in existence and of various kinds, the market itself is the customer and the process of winning and retaining them is rooted in stiff competition without customer patronage. To ensure this patronage, advertising is extensively used by advertising practitioners.

Advertising plays a role in electronic and print media and to the society at large. At this point lets take a look at the key ward “Advertising” advertising is the process of making things (product) known to the public. Advertising is the non-personal communication of information usually persuasive in nature about products and services or ideas by identified sponsors through the various media (:Nwosu, 1996).

Advertising is a from of communication, it informs and entertains in broadcasting, advertising is an inherent element of program transmission which is deemed synonymous with broadcast commercials. Advertising is also a form of communication because it involves payment by interested parties who could benefit from it. The origin of advertising can be traced to the struggle by man to have a means of livelihood. Most advertisement is intended to the persuasive to win converts to a product, services or idea (Brown, 1981) while some such as legal announcements are intended merely to inform not to persuade.

Advertising as defined by the American Marketing Association (AMA) is a controlled, identifiable information and persuasion by means of mass communication media. advertisement reduces the publics through the various mass media. In addition to the traditional mass media radio, television, newspaper, magazines and billboards advertising carts, blimp and video (Doghuldje, 1992).

Also, it is important to know that television is effective in mass media as most advertisement messages and commercials are seen by the views which avails them the privileges to know more about the products as they are seen on their television screen, while messages and commercials advertise on radio is only heard and the products are not seen by the viewers and at the end the advert may not have effect on them like the viewers who has seen the product on television.

Basically, ETV air their English news by 8.0 clock pm and the Igbo version at 9.0 clock pm respectively, during the news, mid-news commercials paid for that are aired this is because the television station is recovering from financial constrain to sustain program publication. Also during the ETV news mid-news is aired together with the news which is referred to as news commercials as it is included in the news bulletin.

Also, to improve the effectiveness of an advertisement message.

The advertisers are interested in knowing the demographic information such as; age, sex, education and psychological information as attitude and belief thereby enabling the sponsor research to find out from time to time who is attending to the commercial message.

The advertisers of varied products and services creating awareness in television is with the aim of reaching to the target audience. ETV commercial is mainly for Enugu state environs. Therefore, advertisers exploit this medium to bring to their different customers and prospective customers their goods, services and products.

Hence, the viewers attitude towards mid-news commercials is the research point of study.

 

1.2   STATEMENT OF THE RESEARCH PROBLEMS

The study is focused on television mid-news commercials during ETV news. However, this study feels that vrdue advantage is being taken of the ETV news views as the series of mid-news commercials are inserted during the news. The ETV news captures the attention of the audience especially people in Obiagu metropolis who would not ordinarily wish to be exposed to such unwanted commercial which sometimes make them loose interest in the news.

 

1.3   OBJECTIVES OF THE STUDY

The ultimate purpose of this study is

1. To examine the Obiagu’s views attitude towards mid-news commercials during ETV news.
2. To examine the area where there is need for improvement in the ETV news
3. To find out the effect and perception of the news on audience towards the placement of mid-news commercials during the news.
4. To examine the factors the accounted for the coverage and signals of ETV.
5. To examine the positive and negative impact of ETV commercials on the audience.

 

1.4   SIGNIFICANCE OF THE STUDY

The aim of every research work is to discover problems and at the same time proffer a good solution to the problem. Bearing the in mind, this study intends to discover the underlying factors that hindered the effectiveness of commercials during the ETV news. This solution will help the program planners and advertisers of products and messages in their placement and positioning of their commercials during ETV news.

1.5   RESEARCH QUESTIONS

1. How do ETV mid-news commercials have positive or negative impact on the Obiagu’s viewers?
2. How do low technologies affect the wide coverage of ETV?
3. To what extent do the Obiagu’s viewers patronize ETV?
4. How was ETEV mid-news commercials up to conventional stand?
5. What is the perception of the audience towards ETV mid-news commercials?

 

1.6   RESEARCH HYPOTHESES

Ho:  ETV mid-news commercials affect Obiagu’s viewer’s attitude.

H₁:   ETV mid-news commercials do not affect Obiagu’s viewer’s attitude.

Ho:  No null hypothesis facilitates affect the wide coverage of ETV programmes.

H₂:   No null hypothesis facilitates do not affect the wide coverage of ETV programmes.

Ho:  Obiagu’s viewers have positive perception towards ETV mid-news commercials.

H₃:   Obiagu’s viewers have negative perception towards ETV mid-news commercials.

 

1.7   THEORETICAL FRAMEWORK

Agenda setting theory

This research is aimed at examining the impact of ETV mid-news commercial on the audience and their perception according to McCombs and Shaw in Sina Ama (2003) state that:

The mass media focus attention to certain issues, they build up public images of political figures they are constantly presenting objects suggesting what individuals in the mass should think about know about, have teaching about (p.999).

Media like the broadcast plan their commercials to motivate and appeal to the emotions of the audience on the availability of a particular products and services.

However agenda setting theory, pronounced by Maxwell McCombs and Donald L. in the year 1973, explains how the audience depends on the mass media as the watch dog and they believe and hold onto what the media disseminate.

According to them, the areas includes pictures, ward, numbers and headline are used to captivate the audience attention even though it is what they already know they mass media with the use of words and pictures will redirect their though to accept the message.

 

1.8   SCOPE OF THE STUDY

This study will be restricted to the Obiagu’s viewers attitude towards mid-news commercial during ETV news using Obiagu’s metropolis as a study.

This study will focus on the residents of Obiagu comprising of male and females adults who will be helpful in giving information on the Obiagu’s viewers attitudes toward ETV mid-news commercials, it will also be geared towards finding out how ETV mid-news commercials influence the people in Obiagu.

 

1.9   LIMITATIONS OF THE STUDY

It is a known fact that research encounter lots of problems which are inherent in our society and this research is no exception personal constraints to environmental problems are enumerated below.

Bias – some respondents suspected the extent to which information supplied would be treated with confidence and for this reason, they felt that giving correct information will implicate them, therefore the absence of bias cannot be over looked.

Time – Considering the short time for the semester and also time for lecturers limits the time to source for materials which will enable the writing of this project.

Also material resources such as fund, unavailability of related literature constitute inhibition to the study.

 

1.10   DEFINITION OF TERMS (CONCEPTUAL AND OPERATIONAL)

Conceptual Definitions

Viewers – A person who looks at something or consider it.

Attitude – This refers to sometimes aggressive behaviour to somebody which do not show care about people’s opinion.

Commercials – This is the buying and selling of gods and services.

Operational Definitions

Viewers – This refers to a people watching a program or television.

Attitude – This is the feeling towards something and thoughts about something negatively or positively.

Commercials – This is an advertisement paid for broadcasting on radio or television.

REFERENCES

 

Ananrou & Onah A.V. (1989). Viewers Preference for Television Stations and Program A Pilot Study in Advertising in Nigeria.

 

Doghudje, C.A. (1992). Political Advertising: Thoughts and Non-thought in Adworld.

 

Eze, M.A. (2008). Fundamental of Communication Theories.

 

Omeje S.O. (2008), Issues on Contemporary Advertising (Campaign, Planning and Execution).

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