ADVERTISING AS A REVENUE SURVIVAL STRATEGY FOR MASS MEDIA ORGANIZATION
(A CASE STUDY OF NTA ENUGU)
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.
Certification ii
Dedication iii
Acknowledgement iv
Abstract v
Table of contents vi
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
1.10BACKGROUND 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.
1.11STATEMENT 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
1.12OBJECTIVES 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.
1.13RESEARCH QUESTIONS
i) What is the extent of knowledge on advertising effectiveness in media organization?
ii) What is the problem that hinders advert in NTA?
iii) Does NTA generate a lot of revenue from such advertisements for their survival?
iv) Does a customer bring advertisements to NTA?
1.14RESEARCH HYPOTHESES
1) Ho: There is no knowledge of advertisement effectiveness in media organization.
Hi: There is knowledge of advertisement effectiveness in media organization
2) Ho: There is no problem that hinders advertising in NTA.
Hi: There are problems that hinder advertising in NTA.
3) Ho: NTA do not generate enough revenue from such advertisement for their survival.
Hi: NTA do generate enough revenue from such advertisement for their survival.
4) Ho: Customers do not bring advertisement to NTA
5) Hi: Customers do bring advertisement to NTA
1.15SIGNIFICANCE OF THE STUDY
There cannot be a better time to work on survival strategy for mass media than now with growing revenue consciousness among our government. The research attempted to advertising agencies other customers; the mass media organization that want to identify those strategies that will help them in manipulating the television viewers behaviour, the mass media organization that is interested in enhancing its positioning in television house and to serve as a reference strategy to other broadcast media organization for purposes of research documentation.
1.16SCOPE OF THE STUDY
This research work shall cover the following areas
i) An evaluation of mass media in Nigeria.
ii) Advertising as revenue survival strategy for mass media.
iii) Measures required by broadcast media organization to meet these challenges.
1.17LIMITATION TO THE STUDY
The study was faced with the following constraints:
a) Finance: Finance was a major constraint to the smooth execution of this research. Considering the economic situation of the country during the period of the research, and the research being a student having to administer questionnaires and collect the questionnaires.
b) Time: Another constraint encountered by the researcher was that of time. Considering the fact that the researcher is a student who has got many other courses to do, there was insufficient time for the researcher to give the topic under consideration the adequate attention that it deserves.
c) Secrecy: Some respondents in a bid to keep some secrets did not release some information to the researcher. Secrecy has a major constraint in research studies. This study is not an exception.
d) Poor Rate of Response: Poor rate of responses from respondents posed another constraints to the study. the researcher made several calls and efforts on the respondents to respond to the questionnaires and many of them did not respond as anticipated.
1.18CONCEPTUAL AND OPERATIONAL DEFINITION OF TERMS
Advertising: This is a promotional tool used by the advertiser to reach the target.
Survival
Conceptual: Is the art of existing amidst odds?
Strategy: It is a part way of realizing organizational goals.
Mass Media: On organization operations among all other things to inform, entertain, educate and serializing the economic needs of its environment or public either through newspapers, magazines, radio, television, satellite, internet. etc.
Organisation: An organization is defined as any administrative, management and financial structure through which the activities of its work units and individuals seek to achieve a predetermined goal.
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