Advertising A Survival Strategy For Mass Media Organization

Advertising A Survival Strategy For Mass Media Organization

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 advertising.

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 impact.

2. Advertising should be improved to better match products.

3. Advertising needs to be made more innovative and exciting.

4. In terms of innovations that make advertising effective, efforts should focus on greater study in this field.

Chapiter 1

Introduction 1.1 Study Background

The Eastern Nigerian Premier, Dr. Michael Okpara, founded the Nigeria Television Authority in 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.

Therefore, 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. The reputation of the advertisement’s sponsor.

iii. The caliber of the advertised product, etc.

Individually, any of the aforementioned elements or causes cannot successfully affect advertising; rather, all variables must work together in tandem. Thus, the mass media can only produce beneficial results by carefully and methodically implementing these variables.

1.2 The research problems statement attempted to look at the following.

1. How NTA Enugu makes money by using customer adverts.

2. Whether advertising tactics affect viewers or consumers.

3. Whether it generates enough revenue to keep the organization afloat.

4. Modify the strategies if they are not long-term.

1.3 STUDY’S PURPOSE AND OBJECTIVES

The goal of this study is to advance our understanding of how well advertising works in mass media organizations. It will also look at issues that make advertisements difficult.

1.4 The Meaning Of The Study

i. It’s thought that NTA Enugu helps the following groups of persons.

Advertising companies and other clients

iii. The station’s listeners were familiar with both the old and new offerings.

iv. The media company improving its position on television network.

v. In addition, the outcome will assist the mass media company in pinpointing the tactics necessary to influence the behavior of television viewers.

vi. To act as a resource for other broadcast media organizations for the documenting of research.

1.5 Questions For Research

1. Do patrons distribute NTA Enugu advertisements?

Does the NTA Enugu commercial affect the public?

3. Do these advertisements bring in enough money for NTA Enugu to survive?

4. Does NTA advertising increase consumer awareness?

1.6 STUDY HYPOTHESES

The following hypotheses have been determined to be pertinent in order to focus the main research activities for this study on identifying solutions to the stated difficulties.

A HYPOTHESIS

Hi: Customers bring NTA Enugu advertisements

Ho: No customers bring commercials into NTA Enugu

Advertising from NTA Enugu affects both consumers and advertising firms, according to hypothesis two H2.

Ho: The clients, advertising agencies, and consumers are unaffected by NTA Enugu marketing.

HYPOTHESIS THREE H3: NTA Enugu relies on the money from these commercials to survive.

Ho: Such adverts do not bring in enough money for NTA Enugu to survive.

Kotler (1993:100) defines advertising as any type of compensated non-personal presentation and promotion of concepts, products, or services by a named sponsor. Additionally, advertising in and of itself is a medium through which manufacturing firms, organizations that manufacture things, people, etc. connect with their target market.

The following channels, however, have an impact on advertising.

Radio and television, first

ii. Sky writing, billboards, and outdoor advertisements.

Newspaper and magazine advertising space.

iv. Postal mail

Novelties (such as calendars, pens, and matchboxes)

tear pads (bus, automobile)

catalogs (vii).

Directories (include circulars and the yellow pages.

Advertising serves a variety of functions as well.

a. Long-term development of the company’s brand (institutional advertising)

b. Prolonged development of a certain brand (brand advertising)

c. The disclosure of information regarding a product, service, or event (classified advertising)

Advocacy for a particular cause (advocacy advertising) d. Promotion of a special sale (sale or promotional advertising) e.

As an alternative, Kotler (1993:150) asserted that advertising objectives might be categorized according to whether they are to:

1. Demand-driven information advertising. The yogurt industry has successfully employed this tactic to educate consumers about the many uses and nutritional advantages of yogurt.

2. Effective use of persuasive advertising has increased demand for a specific brand. This tactic has been used in the advertisement of tires, autos, alcoholic paste, and other products.

However, some persuasive advertising has transitioned into the area of comparison advertising, which aims to demonstrate a company’s superiority over another brand or brands in the same product category through detailed comparisons.

3. To keep buyers thinking about the product, reminder advertising is crucial at the nature stage of the product. For instance, pricey four-color Coca-Cola advertisements in magazines serve the function of reminding people to buy Coca-Cola rather than informing or convincing them to do so.

Finally, according to Kotler (1993:200), the selection of the advertising objective should be based on a thorough examination of the state of the market. For instance, the right goal should be to encourage increased brand usage if the product is mature, the company is the market leader, and the brand image is poor.

The right goal, however, is to persuade the market that the brand is superior if the product is new, the firm is not the market leader, but its brand is superior to the leader.

It is important to note that different forms of advertising persuade target audiences to varying degrees. For instance, television uses visual cues and goggles, while other forms employ the proper stimuli.

The efficiency of television advertising as a mass media organization’s survival strategy is the main topic of this study. In other words, the study focuses on how mass media companies can successfully control their advertising for organizational profitability.

Therefore, mass media organizational design the following factors name: i. Language inventiveness, for the successful implementation of an effective advertising plan.

ii. Selecting the proper page.

iii. The advertisement’s size.

four. Color.

v. The purpose and nature of communication.

vi. The advertisement’s source’s dependability.

1.7 Term Definition, Conceptual And Operational.

OPERATIONAL:

Advertising: The marketer uses this as a promotional strategy to reach their audience.

Conceptual: Is the ability to endure adversity survival?

Operational strategy is a means of achieving organizational objectives.

OPERATIONAL

Through newspapers, magazines, radio, television, satellite, the internet, and other platforms, mass media organizations operate with the goal of, among other things, informing, entertaining, educating, and serializing the economic demands of their environment or audience.

ORGANISATION: An organization is defined as any administrative, management and financial structure through which the activities of its work units and individuals aim to achieve a set purpose.

1.8 ASSURANCES

i. It is widely held that advertising in and of itself is the main source of funding for mass media organizations, whether they are privately or publicly owned.

ii. Professionals internally adjust television advertising to attract the desired customers for goods or services.

iii. These adverts have the potential to bring in a lot of money.

1.9 The Study’s Limitations.

Despite the enormous contributions that are predicted, the following limitations apply to this study:

1. THE CONSTRAINT: There isn’t enough time provided for this study to cover all the key factors needed for more effective advertising.

2. MONEY CONSTRAINT: The researchers only have a small amount of money at their disposal.

This narrows the study’s emphasis to only one mass media.

4. Finally, because the television station chosen for the study is a well-known one, some crucial details that were required for it were withheld.