SUSTENANCE OF NIGERIAN MASS MEDIA INDUSTRY THE CRITICAL ROLE OF ADVERTISING

By

UBADINEKE .J. IFETINWA

Presented To

Department of Mass Communication

ABSTRACT
    This research work was purely undertaken to discover, evaluate and exhaustively determine the critical role of the advertising in the sustenance of Nigeria mass media industry which has not been fully realized that warranted this study.
    This work is in depth study into the role of advertising in the sustenance of Nigeria mass media industry. It is a five chapter work.
    Chapter one is an introduction to the work, where as chapter two reviews related literature on the study chapter three is concerned with the research methodology while chapter four gives a summary of the entire work as well as conclusion and recommendation for further studies.

TABLE OF CONTENTS
Title page                                 II
Approval page                             III
Dedication                                 IV
Acknowledgement                         V
Abstract                                 VII
Table of Contents                         VIII

CHAPTER ONE
INTRODUCTION                         1

1.1    Background of the study                 1
1.2    The History of the Media                 4
1.3    Objectives of the study                 8
1.4    Significance of the  study                 8
1.5    Statement of research problem             9
1.6    Research Questions                     10
1.7    Research Hypotheses                     10
1.8    Definitions of Terms                     11
1.9    Assumptions                         13
1.10    Limitations of the study                 14

CHAPTER TWO
LITERATURE REVIEW

2.1    Sources of Literature                    15
2.2    Theoretical Frame Work                 18
2.3      The print Media problem                 
2.4    Print Media Break Even Means             20
2.5    Advertising, A case promotion of the Print Media 23
2.6      Advertising and press Freedom             25
2.7    Broadcast Media                     27
2.8    Advantages of Advertising in the Broadcast, Media                    27
2.9    The Government Advertising and the Broadcast Media                        30
2.10    Broadcast Media and Advertising Agencies has it been sweet Romance.         33

CHAPTER THREE
RESEARCH METHODOLOGY

3.0    Introduction                            36
3.1    Research Method                         36
3.2    Research Design                            37
3.3    Research Sample                         39
3.4    Measuring Instrument                         39
3.5    Data Collection                             40
3.6    Data Analysis                             41
3.7    Expects Results                             42

CHAPTER FOUR
DATA ANALYSIS AND RESULTS

4.1    DATA ANALYSIS                         43
4.2    Data Distribution And Analysis                 43

CHAPTER FIVE
5.1    Summary                                 55
5.2    Conclusion                             56
5.3    Recommendations                         58
References                             60
Bibliography                            62
Questionnaire                            66

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