Problems Of Broadcasting Media In Advertising Process (A Case Study Of Enugu State Broadcasting Service, Enugu)

Project and Seminar Material for Mass Communication

Problems Of Broadcasting Media In Advertising Process (A Case Study Of Enugu State Broadcasting Service, Enugu)


Abstract


The sustenance of business enterprises through alternative revenue sources has received increased attention as a critical element of media management and entrepreneurial strategy in recent years. Revenue diversification consciousness, thus, represents the hallmark of good corporate governance and entrepreneurship. This study investigates the problems of broadcasting media in advertising process (a case study of Enugu State Broadcasting Service, Enugu in order to ascertain advertising as a vital service upon which media entrepreneurs and managers can rely for revenue. It also reveals why television networks receive majority of their revenue from advertising. Anchored on gate-keeping and cultivation analysis theories, the paper surveyed some selected staff of Enugu State Broadcasting Service, Enugu. It found that advertising revenue is what funds most media organizations. The study also found that television networks target their programmes to reach every available audience, bearing in mind that, the larger the audience, the greater the possibility of attracting and selling air time to potential advertisers. The study recommends that Advertising-related services should be given top priority since their benefits outweigh their disadvantages.

 


Table Of Content


Preliminary Page(s)

  • Title Page
  • Declaration
  • Approval
  • Dedication
  • Acknowledgement
  • Abstract
  • Table of Content

Chapter One

1.0 Introduction

  • 1.1 Backgound Of The Study
  • 1.2 Statement Of Problems
  • 1.3 Research Questions
  • 1.4 Research Hypothesis
  • 1.5 Significance Of The Study
  • 1.6 Definition Of Terms

Chapter Two

2.0 Literature Review

  • 2.1 Conceptual Review
  • 2.2 Review Of Empirical Studies
  • 2.3 Theoretical Framework

Chapter Three

3.0 Research Methodology

  • 3.1 Research Design
  • 3.2 Sample And Sampling Technique
  • 3.3 Instrument Of The Study
  • 3.4 Data Analysis

Chapter Four

4.0 Results And Discussion

  • 4.1 Results
  • 4.2 Discussion Of Findings

Chapter Five

5.0 Conclusion And Recommendation

  • 5.1 Conclusion
  • 5.2 Recommendation
  • References
  • Questionnaire

Chapter One


1.0 Introduction

1.1 Background 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.
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.


1.2 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 creates 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 attempts to examine the inherent effect of advertising performance and level of opportunities in the commercial department of Enugu State Broadcasting service, Enugu.


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. What is the source of the income available to Enugu State Broadcasting Service, Enugu?
  2. What is the extent to which Enugu State Broadcasting Service, Enugu depends on advertising revenue?
  3. What are the challenges of advertising in the sustenance of Enugu State Broadcasting Service, Enugu?
  4. What are the implications of dependence on advertising as the major revenue earner for Enugu State Broadcasting Service, Enugu?

1.4 Research Hypothesis

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

  • HO1: There is no significant relationship between the challenges of advertising and sustenance of Enugu State Broadcasting Service, Enugu
  • HO2: There is no influence of dependence on advertising as the major revenue earner for Enugu State Broadcasting Service, Enugu.

1.5 Significance Of The Study

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

First, 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 must be fully communicated to the users. Things like the expiring dates, dosage in case of drugs, the date of manufactures and many more pieces of information useful to the users of the products and services need communication. It fires 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 confess 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 this aim, 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 strengthen the links existing between them and their audiences.


1.6 Definition Of Terms

Advertising:

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

Clientele:

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


Chapter Five


5.0 Conclusion And Recommendation

5.1 Conclusion

The media of mass communication wield substantial power in shaping the modem culture, particularly in our contemporary world. This is more evident given the current highly mediated environment, made more saturated by the advent of the social media. In the 1960s and 1970s, television, for example, consisted of three networks, public broadcasting, and a few local independent stations. Their audiences also consisted primarily of two sectors; parents and middle-class families. Even so, having a television set was a luxury, and some middle-class families could not even afford a television set. Accordingly, programming was restricted to the two sectors of the audience. Today, the situation is different. Not only has accessibility increased, but the audience has become increasingly specialized and diverse, consisting of all backgrounds, attitudes, ages and income groups. Programming has also expanded in order to cater for the tastes and interests of the diverse audiences.

This expansion of media use has made the electronic media the major focus of most media related discussions. At the heart of electronic media is television broadcasting, with its attendant high capital intensiveness. As discovered in this study, due to shortage of sponsorship, media outfits resort to advertising revenue for sponsoring their organizations. They target their programmes to reach every available audience, bearing in mind that, the larger the audience, the greater the possibility of attracting and selling air time to potential advertisers. Television networks receive majority of their funding from advertising. This advertising drive also manifests in their programmes.
Advertising is, therefore, a vital service to the community and the economy. It serves both education and economic purposes. Educationally, it provides information and enlightenment to the consumers and the society. Economically, it provides funding to the media and serves as their source of revenue generation.


5.2 Recommendation

Based on the above research conclusion, the following are our recommendations:

  1. To meet the growing challenges of profit making, for the sustenance of the media organizations, advertising-related services should be given top priority since its benefits out- weigh the disadvantages.
  2. Media organizations need to develop programmes that will be of benefit to the general public in order to attract the patronage of advertisers.
  3. A media organization should engage itself more in the distribution of advertising-related service, since it has been proven that advertising is a vital tool for propelling any media organization forward.
  4. A media organization has to constantly carry out a research to find out if the arrangement of its media contents will really attract advertisers to its organization.
  5. Lastly, a media organization should strive towards attracting more patronage from advertisers, since low or no patronage might be disastrous.

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