ADVERTISING: A SURVIVAL STRATEGY FOR MASS MEDIA ORGANISATION
ABSTRACT
The purpose of this study is to investigate the effects of using advertising as a survival tactic in mass media organizations.
The Nigeria Television Authority (NTA) Enugu case study served as the basis for this study, which was conducted in a mass media company.
The problem’s stated objective was to identify the advertising strategy and particular methods or styles that were used to influence television viewer behavior.
The survey method was employed as the research methodology. Male, female, and young members of the NTA personnel all received questionnaires.
Three hypotheses were developed to direct the main study activities in order to accomplish the study’s goals.
The study’s findings are as follows:
1. Customers bring NTA Enugu advertisement with them.
2. The NTA Enugu advertisement affects both consumers and clients of advertising firms.
3. These commercials are quite profitable for NTA Enugu, who depend on them for livelihood.
The aforementioned findings led to the conclusion that advertising has a significant role in drawing viewers to television.
According on the aforementioned finding, the authors suggested the following changes.
1. Advertising should be strengthened for persuasion.
2. Advertising should also be improved to better fit products.
3. Advertising needs to be created to be more inventive and dynamic.
4. In terms of innovations that make advertising effective, efforts should focus on greater study in this field.
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Television Authority of Nigeria Dr. Michael Okpara, the Premier of an Eastern area of Nigeria, founded Enugu in 1960. It was Nigeria’s first television station. It was accepted in all thirteen of the federation’s states. The station has two studios, each of which is furnished with video cameras and microphones. However, because to Enugu’s prevailing weather, the studio and transmitter are not in sync. The studio is situated roughly 15 kilometers from the transmitter. Local and network programming is receivable from the station, which transmits on 201.75 MHz for television and 196.25 MHz for audio. The station was upgraded to a zonal network center in the year 2003.
As a result of the foregoing, the station is implied to not only receive but also disseminate network news and programming. The states included in the zone include Abia, Akwa-Ibom, Anambra, Benue, Cross-River, Ebonyi, Enugu, Imo, and Rivers. It may be claimed that the zone and its stations are performing their essential jobs of entertaining, educating, and informing the public.
The creation of employment possibilities is NTA’s secondary purpose.
The current economic situation in Nigeria and the issues it brings, particularly with regard to the purchasing power of its population, have had a significant impact on television use.
In keeping with the aforementioned are the frequent detentions and, on occasion, closures of various media outlets in the nation as a result of their elegantly created advertising campaigns that the government found provocative yet intended to draw viewers.
The aforementioned issues had a significant impact on how well Nigeria’s mass media organization operated.
Thus, it is in the management of the mass media organization’s best interest to develop survival plans through the diversification of activities in order to ensure company continuation.
Advertising is a noteworthy survival tactic that is frequently used, particularly in terms of commercial returns and awareness-building.
i. The credibility of the sponsor on the one hand and the mass media organization on the other.
ii. Brand recognition of the advertisement’s sponsor.
iii. The caliber of the product that is being promoted, etc.
Alone, any of the aforementioned elements or causes cannot successfully affect advertising; rather, all variables must work together in tandem. Consequently, the mass media can only produce beneficial results by carefully and methodically implementing these variables.
Leave a Comment