ADVERTISING: A SURVIVAL STRATEGY FOR MASS MEDIA ORGANISATION
(A CASE STUDY OF NIGERIA TELEVISION AUTHORITY, NTA, ENUGU)
By
NNABUCHI CELESTINA O.
Presented To
Department of
Mass Communication
ABSTRACT
This study is an investigation carried out in order to find the impact of adoption of advertising as a survival strategy in mass media organization.
This study was carried out in mass media organization and based on case study of Nigeria Television Authority (NTA) Enugu.
The statement of the problem was to find the advertising strategy used and the specific advertising tools or styles employed in influencing viewer’s behaviour of television.
The research method that was used is Survey Method. Questionnaires were administered to NTA staff men, women and youth.
In order to achieve the objectives of the study, three hypothesis were formulated to guide the major activities of the study.
The following are the findings of the study:
1. Customers bring advertising to NTA Enugu.
2. NTA Enugu advertisement influences the customers and the advertising agencies / customers.
3. NTA Enugu generate a lot of revenue from such advertisements for their survival.
Based on the above findings, it was concluded that advertising is very vital in attracting viewers of television.
Based on the above conclusion, the authors recommended the following for improvement.
1. Advertising should be made more persuasive.
2. Advertising should also be made to be more product match.
3. Advertising should be made to be more creative and dynamic.
4. Efforts should concentrate on more research in advertising in terms of innovations that make advertising effective.
TABLE OF CONTENTS
Title page
Approval page
Dedication
Acknowledgement
Abstract
Table of content
CHAPTER ONE
INTRODUCTION
1.1 Background of the study
1.2 Statement of the problem
1.3 Purpose of the study/objectives
1.4 Significance of the study
1.5 Research questions
1.6 Research hypotheses
1.7 Conceptual and operational definition of terms.
1.8 Assumptions
1.9 Limitations of the study.
CHAPTER TWO
REVIEW OF RELATED LITERATURE
2.1 Sources of literature.
2.2 Message generations.
2.3 Message evaluation and selection
2.4 Message execution
2.5 Evaluation advertising effectiveness
2.6 The review.
2.7 Summary of literature review.
CHAPTER THREE
RESEARCH METHODOLOGY
3.1 Research method.
3.2 Research design
3.3 Research sample
3.4 Measuring instrument
3.5 Data collection
3.6 Data analysis
3.7 Expected results.
CHAPTER FOUR
DATA ANALYSIS AND RESULTS
4.1 Data analysis
4.2 The test of hypothesis
4.3 Opinion of responses
4.4 Findings from data presentation and analysis
4.5 Discussions of findings
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1 Summary / Conclusion
5.2 Recommendations.
Bibliography
Appendix
