THE EFFECTIVENESS OF ADVERTISING ON RADIO AND TELEVISION PRODUCTION IN NIGERIA

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

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.

Advertising don’t talk down to it takes or chat with consumers. Advertising does not try to force people to do things, instead it appeals to their emotion just like politics and religion.

One of the areas which modern society has spent more time labour and money is in establishing and developing an efficient system of communication radio and television are such systems as it is a very effective means of communication to the audience and advertisers and manufacturers tend to use the medium in communicating to various target audience, viewers and listeners on the other hand resort to these. Madio & television as a means of knowing the available products and services. It is my intention therefore to identify and explain the influence of adverts on the general public of Nigeria. And for this purpose, it would be necessary to find out the impact of advertising on Madio and television production lony time ago, when Nigeria has only 21 states she can only bost of 23 daily and 29 weekly vernacular Newspapers, 54 magazines, 29 madio stations and 32 T.V stations, about 150 static cinesma houses and over 25,000 out door boordings

But currently advertising media  abound in Nigeria and today we have about 150 media houses,   numerous agencies and sectorial bodies that Nigeria can not be compared to some African countries for we have a glut, media wise. How ever the concern of the advertising practitioner is not only about the availability of media but also their attitude to advertising dispute the government ownership of the mass media, which is only dawning on them that they need advertising to survive government are yet to behave like advertising practitioners as the agencies would like them to do.

First of all, they (government) do not supply even the key media information that is required during selection of media while prepoving for the launch of an advertising campaign. We do not have accurate circulation or readership data from the print media or accurate account and listenship or viewer-ship data from the electronic media. There are cases of materials passed to them to use and never properly handled.

Despite the increase in  economic development all over the nation the above reason still hover around media houses and advertising like a canker worm just recently, around October 2005 to be precise, both print and electronic media were called upon to develop data that would assist advertisers in media planning campaigns the marketing director of Nigeria bottling company ltd the maker of coca – cola, Mr. Abraham Ninan made this known in Lagos during their 10h annual general meeting of the advertisers association of Nigeria. According to him, other countries had really available data such as viewership and circulation figures which help the advertisers to know how many consumers they are able to reach at any particular time. He lamented that Nigeria with it’s large market lacks such valuable data.

 

• STATEMENT OF THE RESEARCH PROBLEMS

The aim of advertising is to create aulareness about the existence of products, services, person, or ldea.

The project research is to be carried out to find out the effectiveness of advertising commercial on radio and television production in Nigeria.

The question being asked is, of what effects is advertising on radio and television production in Nigeria?

Whether it is of negative or positive effect poses some of the problems being discussed, why is that radio and television production need advertising commercial productions programmes and of what contribution is advertising to radio/ television production in Nigeria using NTA / FRCN as a case to study. There is need for federal government to invest more an media institution and advertising agencies they should create advertising agencies and more of the media houses for it’s a disaster if media fall because of lack of income which had of lack of income which had adversely affected of media houses. By creating agencies and media houses.

 

1.3     OBJECTIVES OF THE STUDY 

          One of the principal objective is to ensure that the consumers have the right to protection from misleading advertising and other unethical practices of advertisers.

They have the right to the safety of goods advertised.

The public has the right to the integrity of the advertiser and his agency

Encouraging the immediate establishment of more advertising agency

 

1.4     SIGNIFICANCE OF THE STUDY

          this study will help Nigeria industries to access the effect and importance of advertising our products in radio / television. The study will also be useful to the broadcast media in accessing the effect of these advertisements on the sale of air time. To see whether the objective of advertising in informing buyers of the existence of new products is accomplished.

 

• RESEARCH QUESTIONS

1. Do viewers all over the Niger attach importance to advertisement
2. Do adverts on radio / television influence the product buying habit of viewers / listeners.?
3. Do the adverts on radio / television influence the sale of the airtime?
4. Do adverts on radio / television influence production?

5. Do adverts on radio / television server as a source of income for the broadcast media?  Sale of the airtime.
6. Do adverts on radio / television influence, production?
7. Do adverts on radio / television serves as a source of income for the broadcast media.

 

• RESEARCH HYPOTHESES

H₁      Viewers all over the country prefer and understand adverts on radio/ television

H₀      Viewers all over the country do not prefer and understand adverts on radio and television.

H₂      Viewers attach much importance to advert on radio and television

H₀      Viewers do not attach much importance to adverts on radio / television

H₃      Adverts on radio / television influence sale of airtime.

H₀      Adverts on radio / television do not influence sale of the airtime.

H₄      Adverts on radio / television influence productions.

H₀        Adverts radio / televisions do not influence productions.

H₅      adverts on radio / television serve as a source of income to the broadcast media

H₀      adverts on radio / television do not serve as a source of income to the broadcast media.

 

• DEFINITION OF TERMS CONCEPTUAL DEFINITION

 

1. VIEWERS / LISTENERS:- the act of viewing or listening to radio/television.
2. PREFERENCE:- the act of choosing on thing than another.
3. INFLUENCE: ability do affect somebody’s belief of actions.
4. ADVERTISEMENT:– process of melaing known to people the availability, of goods and services.

 

• OPERATIONAL DEFINITION

1. VIEWERS / LISTENERS:- total number of people who watch or listen to radio/ television.
2. PREFERENCE: the amount of likeness of an idea instead of another
3. Influence: the total number of times people get attracted by the advert on radio / television.
4. ADVERTISEMENT:- the total number of adverts on radio/ television.

 

• ASSUMPTION

For this study, we have made the following assumptions. That people watch / listen to radio/ television programme, that madio / television programme contain advert on product and services that people watch / listen as they pay in for their airtime.

 

• LIMITATIONS OF STUDY

The study is limited to NTA / FRCN Enugu Due to financial problems and time constraints was able to embark on extensive research work within the given areas.

 

• THEORETICAL FRAMEWORK

REFLECTIVE PROJECTIVE THEORY

This theory is saying that the media can have the ability to form or make somebody into nobody and nobody into somebody. The strength of this theory lies on the ability of the media to show and high  issues. For the media to be able to accomplish  this, the media have to continue pounding or hitting until they achieve their aim. They, the media, raises issues above the market level. Issues should first be reflected before they are projected.

 

CULTIVATION THEORY

          It is a theory that stresses the capacity of media to make people change their behavious, attitudes and change to new ways of life. this theory as propounded by Gerber, cross, signarelli Morgan (1958) assert that the media especially television, exerts a tremendous influence by altering individuals perception of reality.

Gerber et al (1986) hold that television, among modern media, has acquired such a central place in daily life put it classically that the television set has become a key number of the family, the one who tells most of the stories most of the time.

It assumes that the more time people spend watching television, the more their worldview will be like those spread by the television. Here, the television views dominate our symbolic environment  substituting its message about reality for personal experience and other means of knowing about the world.

The implication, is that the television message is distinctive, and deviant from reality on several key points, yet persistent exposure to it leads to it’s adoption as a consensual view of society.

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