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PROBLEMS OF BROADCASTING MEDIA IN ADVERTISING PROCESS

(Mass Communication)

PROBLEMS OF BROADCASTING MEDIA IN ADVERTISING PROCESS

(A CASE STUDY OF ENUGU STATE BROADCASTING SERVICE, ENUGU)

ABSTRACT

            The aim of this research to study the problems of broadcasting media in the advertising process.

            To carry out this study in a three research question were formulated.     

            In carrying out the study, I designed questions from each of the three research questions.

            Each research question attract four  question in the questionnaire was designed types and distributed  to the area of study,  this is to gather vital information on t he topic question. The stratified random sampling was used in the selection of the selection of the respondents from the broadcasting house. The reason was because I could act a comprehensive list o population of study. A total of fifty – two (52) questionnaire was administered, not of this, forth eight (48) were returned .

            Percentage method was used in analysis the research question were accepted while nor neither accepted nor rejected. The not come shows therefore that   well adducted and trained staff are vital in any advertising department.       

            Findings were made from the results based on the findings recommendation were made as well.

            Finally conclusion were made based on the findings and recommendation. The conclusion encompasses all that was written in the project work  and also other areas  were being suggested by me for further research .

TABLE OF CONTENTS

CHAPTER ONE

Introduction

Background of the study 

Statement of problem

The purpose of the study

Scope of the study

Research questions

Researcher Hypothesis 

Significance of the study

Definition of terms

CHAPTER T WO

Review of related Literature

The concept of advertising on advertising process

Sources of generating find for effectiveness of advertising process.

Effect of qualified personnel on advertising process

Importance of sound equipment on advertising process

Impact of government intervention on advertising process

Summary of Reviewed Literature

CHAPTER THREE

Research Methodology

Research Study

Area of Study

Population of study

Sample and sampling Techniques

Further analysis of research work

Instrument used for data collection of data Method of data analysis

Expected results

 CHAPTER FOUR

List of table

Data mesentation and results

CHAPTER FIVE

Discussion, implication and recommendation 

Discussion of results

Conclusion

Recommendation

Suggestion for Further Study

Limitation of the study

References

Appendices 

CHAPTER ONE

INTRODUCTION

BACKGOUND OF THE STUDY

            Advertising is all around us. Whether we like it or not acknowledge it or not, were or nowhere, conscious or not conscious of it, we do engage and practice advertising.  

            Advertising is involved in our everyday human activities. The need for advertising arises and grows as the society move from agriculture and self sufficiency (subsistence) economy to industrialization.  

            In the olden days, man at subsistence level. They grow food for their own consumption, make their own cloths and build their houses and tools. There was no advertising because these was no exchange. As society adverse, man realized that he could not provide his need and wants single handedly. He has to exchange what he has for what he has not. 

            Exchange become prominent when man produce more than he requires and less than he needs. The fact that people have need and wants does not fully defined advertising. Advertising emerges when products there are needed to satisfy needs and wants are presented to the  target and once .

            In the past in the history of the nation, the more of advertising products was very around but these days it has changed drastically. Whether in the olden or modern society the aim of advertising is to reach the target which is being referred the as the target market.

            According to Kotter, he defined advertising as a paid form non- personal presentation and promotion of ideas , goods and services by identified sponsor. The key phrase in advertising which is universally accepted is that it is a paid form of non personnel presentation and promotion of ideas goods and services by identifed speonsor.

            According to Nicholl, without advertising we would not know the range of product and ser5vices available in any filed to buy or choose from.

            Meanwhile the outstanding case in this study is the problems of broadcasting media in advertising process. In recent times there are mummerous problems which face the respective media house in the country concerning advertising. This has to be extended to the activities and problems of Enugu State Broadcasting media advertising in Nigeria as well as the world.

            Therefore, thwsh research of the Enugu State Broadcasting service will be conducted to reach a reasonable conclusion. The information which will be used for the study is the primary sources data via and interview and questionnaire.

            Both methods will be directed mostly to the staff of Enugu State Broadcasting services for final hand information.

            BACKGROUND OF THE STUDY

            In expansion of the study, are coruts say that advertising started long ago in the gaven fo the first human the first or trees they  exists in the garden. This is because God to want to create crocrencess  to the first parents on the existence of the trees of vegetation in the garden. The creation of awareness of awareness is the brain behind advertising, but the why difference between that crude form of advertising and now is that advertising are done though the prints media and electronic media.      

            Under the prints , media, we have newspapers magazines and under the electronic media, we have the radio and television. In prints media, we have visal messages in advertising. These visnal message contain powerful suggestions of  message there is beyond what is actually said about the product.  

            Apart from the aforementioned, advertising came to linelight during the era of industrial revolution in Europe. Among this period there was crises in production is the manufacturers and industrialist produces at a high proportion without corresponding incenses in the rate of consumption. As a result, the whites explores now came to blank content in research of market two their products. During that period, exchange became eminent when man produces more than he requires and less than he sued. Though, the fact that people have needs does not defined advertising. Advertising  emerged when goods and services are needed to satisfy used and wants are presented to the target audience. 

            Because of the     above reasons advertising was presented as a socializing forces in the marketing culture that aids in the serving of products images, values, goals, concepts of who we and who we should be. In addition, advertising shape our attitude and our attitudes shape our behavour in making purchases.

1.1         STATEMENT OF PROBLEMS

Modern media advertising has come a long way in the world of advertising but if is relatively a new method of arousing the interest of people to a product. 

            Advertising is a means of presenting goods and services to boost awareness to the target audience . The ideas of target audience is very imperative as the clientele can only be build in the eyes of interest edness in the product. The product here is both tangible and untangible products. The maxim “ tell me that you are there, else I would not know” hold true in driving home the ideal of advertising.

            One can advertise one’s services such as hoteling, culture, education, warehousing,  shipping, cleaning and founding, foodstuff using broadcasting media vis television and radio or prints media via newspapers, magazines and posters.

            The wage and incessant advertising of goods and services in the society effect on the broadcasting media. The essence of any innovation is to eliminate the problems of man, and this cannot be done except by process of enlightenment that such product is in existence

1.            The lack of specific skill by workers credit problems for the broadcasting media.

2.            Broadcasting media houses require fund for the up keeping of the house and maintenance of the equipment .

3.            Lack of sound equipment and skill full workers could also be a hindrance to broadcasting media. 

4.            Lack of patronage by the produces could contribute hindrance to the broadcasting media. 

5.            Advertising of  goods and services grows as day goes by. As a result of his there are competition among producers of new products increases in number. Therefore, producers now required broadcasting houses, sound equipment as well as well skillful workers that could hanble the spreading of  the product to the target audience.            

Therefore, competition among broadcasting media themselves also hampers the effectiveness of broadcasting services.

            This project work however attempt to examine the inherent effect of advertising performance and level of opportunities in  the commercial department of Enugu State Broadcasting service, Enugu.  

1.2      

            Radio being audio have the capability of arousing the interest of an average level man and intensive advertising of goods and services through broadcasting media which can reach the removed ignorant fellow for better living. These has been any of intruding advertising that price charge by media house is for high that many average producers  cannot afford to pay especially is this ugly situation of our country.

1.            The reason therefore for embarking on this  work is to examine whether broadcasting house is lacing the necessary equipment that enhance advertising function. 

2.            To determine the effort made the broadcasting house, individual and government as well as to reduce the high cost of advertising.  

3.            To determine also the capabilities of the workers under the department.

4.            To evaluate ways of improving the lots of our people by bringing enough advertising services at their door steps

5.            The extents of patronage by producers to the broadcasting house.

PURPOSE FO THE STUDY

            The interest of economic development of any nation is the idea of distributing wealth to all hands. A nation without efficient methods of wealth distribution is sound to fall so no matter how blessed it may be. Any country with good distribution frame work will think that the citizens are strong enough to stand the hazards of economy that are likely to come up anytime there is a turn down in the economy of such country.

            Looking at the present position of situation of our country are can  conclude that the nation lack behind in economic development. That cannot be linked to the neglect in agriculture and much concentration of Oil sector in our foreign exchange earning as acclaimed in informed section of the diverse society but one chiefly to the none distribution of the national resources for even development.       

            Every problem I believe has a cause. There is no better ways of spreading information to  every books and crannies of a society performing to the distribution of wealth if not through broadcasting media.  

            Television being audio – vision and addition.

STATEMENT PROBLEMS

            Furthermore, advertising being a means of creating awareness of goods and services to the consumers of products i.e to say for the consumers to be properly informed the consumers needs advertising. In this one  can say informed chince is based on adequate information.

            But moreover, these cannot be advertised in most our media as a result of some of the reasons that have posed themselves as a transfer in advertising process. These are as follows :

(a)       Unskillful workers:- Because of the lack of skill by some of the advertising personnel some of the self of the self acclaimed processionals Damsels into copy right. To be free from the copy right issue the advertising agent should have his own others people’s work. An adverse workers should at should at all times provide a substance amount of original text or picture. The advertising worker should that slogans and other shot phrases and expressions cannot be copy righted.   

(b)       Lack of found:- Necessarily,  according to a biblical allusion that says that money answers all things, one can see clearly money  cannot detached from the process advertising in advertising industry. Especially in to day rearming of the establishment.       

            In the area of e equipment maintenance and purchasing, it cost the advertising house large amount of money to import, shipping and handling of broadcasting houses lacks financial missile to cope, they still remain with absolute equipment in their dissemination of information. 

©         Absence of patronage :-  Advertising don’t just inform its job is up new brands to the consumers. For instance a soap manufactures will not spead millions in advertising juts to buy any soap, you convince them to bring your brand i.e  your brand is more desirable than any other.

            Apart from the a free mentioned necessary early among competition also weakens advertising.

            This work however tends to show advertising performance in the marketing department of Enugu state broadcasting service.     

1.2         SCOPE OF THE STUDY

The scope of this work is centred on the problems of broadcasting media face in the process of advertising and Enugu State Broadcasting services as the case study for the study of Nigeria as well as the third  world.

1.3         RESEARCH QUESTIONS

As we know the main purpose of advertising our products is for the creation of awareness of the existence of such goods and services.  The other hand, the main purpose of using broadcasting media is for the spreading of the information to every nooks and  cranries of the nation. Therefore to guide this work, I made a detailed study of question drafted to get response from workers of Enugu State Broadcasting services Enugu.

            As a result the  following question would be addressed.

1.         To what extent does broadcasting house lack  necessary  equipment and good   workers that enhance advertising process ?

2.         To what extent does high cost of in advertising affect the broadcasting house      

3.            What is the relationship between the broadcasting house and government on how funds are generated . 

4.            What is the  relationship between the broadcasting house and the government in ensuring adequate provision of  equipment to the media

RESEARCH HYPOTHESIS

            The research hypothesis are drawn from the research questions. As a result the hypothesis are  as follows.

 

1.            Hypothesis 1

(a)        Broadcasting house does;nt lack necessary equipment and good workers that enhance advertising process.

(b)        Broadcasting house lack necessary equipment and good workers that enhance advertising process.

2.            Hypothesis 11

(a)          High cost is advertising a change doesn’t effects the broadcasting house. 

3.            Hypothesis 111

(a)          There is effectiveness in the relationship between the broadcasting  house and the government in ensuring adequate provision of equipment to the media . 

(b)          There is no effectiveness in the relationship between the broadcasting house and the government on how fund are generated.

4.            Hypothesis 1v

(a)       There is effectiveness  between or in the   relationship between the broadcasting house and government in ensuring adequate provision of equipment to the media.

(c)          There is no effectiveness in the relationship between the broadcasting house and the government in ensuring adequate provision of equipment to the media house . 

1.5         SIGNIFICNACE OF THE STUDY

This research work just like every other worth while study is significance. There, I work like to evaluate some of the benefits of media advertising and how they are brought as out.

            First, I know that the every essence of understanding any venture is primarily profitability. The innovation needs money to lessen expresses and for personal rewards, One needs to be communicated to the rightful users. These cannot be possible without very good means of discrimination of information and broadcasting media play this role efficiently. This boast ago of the producers and encourage the person for improvement of the products and services.                     

            Beside, the technicalities if any in the usage of the products  most be fully communicated to the users. Things like the expiring dates, dosage in case of drugs, the descerity of manufactures and many more pieces of information useful to the users of the products and services need communication. 

            It figers up the confidence the users have on the producers and their products.

            The broadcasting houses have opportunity to put on their activities and range of reaching out as people conrtess being motivated by the in easing advertising. Enugu Sate Broadcasting services owned is on the path of refurbishment o its equipment and of course activities to  encourage the patronage.       

            This has an advertising of increasing the response its activities

            Through the comment of people the quality of advertising is assessed for betterment and confidence of the media is restored in the eyes of the people.

            This has an advertising of increasing the reposes to its activities and reducing the charge.

            With the aim of aim of this, it will enable the broadcasting media in Nigeria to examine whether they are achieving this purpose to satisfy the needs of both the producers and target audience as well as  strengthens the links existing between them and their audiences.  

1.6         DEFIMNITON OF TERMS

Here I would like to define some terms which I encountered in the course of writing which I suppose could pose as threat to some readers of this work. 

            ADVERTISING

            This is the sum total of all ways of methods of stipulating prospective buyers and also a process of locating them.   The process of advertising.

CLIENTELE

            These are the group of clients that patronise the broadcasting house to seek for one pieces of advise or the other.

PRIMARY DATA

            This is a raw and indiluted piece of information collected from sources which has not been used by a second hand. This includes questionnaires and oral interview.

SECONDARY DATA

            This is information collected from already documented piece. It includes, books, magazines, journals and newspapers.

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