(A CASE STUDY OF ONITSHA METROPOLIS)

 

 

ABSTRACT

Advertising is known as the process of making things known to people and it is considered as non-personal communication of information usually through most persuasive media of Radio, Television. Advertising Sports are broadcast during regular programmes at moments specified by the advertiser or left to the broadcast.

Therefore, advertising agencies serve to carryout complete research into consumers behaviour and demographic analysis of the market area.

Having realized the importance of commercials in human existence, this study acquaints you with the reasons breaks during News programmes in NTA had to be allowed to the detriment of News substance and its presentation.

It will further survey the motive of advertisers in buying a fixed time during such an important programme of the NTA and the audience perception of it, whether favourable or not, having been argued that advertisers exercise and undue influence over the regular contents of the media they employ.

In terms of the subject of a television show or programme.

 

LIST OF TABLE

 

• Table 1 – The respondents watch News at 9.00 p.m.
• Table II – The majority of the respondents watch the network News often
• Table III – The number of times the respondents watch the NTA News in a week
• Table IV – The majority of the respondents do not watch commercial telecast during the News.
• Table V – Majority of the respondents don’t like to watch commercial telecast during the network News programme.
• Table VI – Majority of the respondents walk away during commercial break.
• Table VII – The feelings of the respondents on commercial telecast during NTA Network News programme.
• Table VIII – The commercial telecast during NTA Network News programme are not in order.
• Table IX – NTA Network service should not show commercial during the network News at 9.00 p.m.
• Table X – The age of the respondents.

 

TABLE OF CONTENTS

CHAPTER ONE

• INTRODUCTION
• STATEMENT OF PROBLEM
• OBJECTIVES OF THE STUDY
• SIGNIFICANCE OF THE STUDY
• RESEARCH QUESTIONS
• RESEARCH HYPOTHESES
• DEFINITION OF TERMS
• ASSUMPTIONS
• LIMITATION OF THE STUDY

 

CHAPTER TWO

• SOURCES OF REVIEW
• THE SUMMARY

 

CHAPTER THREE

• RESEARCH METHODOLOGY
• RESEARCH DESIGN
  • POPULATION
• RESEARCH SAMPLE
  • RESEARCH INSTRUMENT
• DATA COLLECTION
• METHOD OF DATA ANALYSIS

 

CHAPTER FOUR

• PRESENTATION AND ANALYSIS OF DATA
• DEMOGRAPHIC INFORMATION
• RESULTS
• DISCUSSION

 

CHAPTER FIVE

• SUMMARY, CONCLUSION AND RECOMMENDATIONS
• CONCLUSION
• RECOMMENDATION

REFERENCES

BIBLIOGRAPHY

APPENDIX (QUESTIONNAIRE)

CHAPTER ONE

 

INTRODUCTION

• BACKGROUND OF THE STUDY

Without any shred of doubt, I will say that is very important and wise to set a good example and produce good things than set or produce bad one.

Thus it is very vital t note that one important function in business to thrive and succeed is getting and keeping customers.  This extends in making the business to be aware that it should not base itself merely as a producer of goods and service, but also as a buyer of customers and as a dear of those key ad important things which makes people want to involve interact and deal with it.  In this kind of free enterprise economy such as Nigeria where business and commerce are run or conducted with less involvement or minimum of government involvement, inference or intervention anybody who have the means or resources, be it small scale business or a big capitalist can set up business.  This is as a result of many product and services organization of various kinds.

In other words I will say that market is customers and the process of winning and retaining them is quite noted to pass through stiff measure in order to retain and keep their customers form competitors.  You will agree with me that without customer’s patronage, a business will likely collapse.  For patronage to be maintained and ensured advertising is massively and extensively used or put in place by advertisers or business organizations.  At this we must look at the key work advertising, which plays a key and vital role in television commercial.  For the fact that advertising play a key role in making people be aware of things (products), this directs us towards the view of Boye E/Aress of et al 1929 “which says advertising is the non-personal communication of information usually paid for and usually persuasive in nature about product and services.  In broadcasting, advertisement can really play a great role inherent in programme transmission.  This also goes to let us know that advertisement has come a long way, that its origin can be traced to the struggle of men to have means of livelihood.

In order to endure and survive, revenue from advertisement which comes from the sale of time and programmes has become the broadcast industry in Nigeria.

Advertising is defined by the American Marketing Association (AMA, 1976:63)) as a controlled, identifiable information and persuasion by means of mass communication media.  One of the effective and efficient mass media is television.  Television carries advertising messages or commercials.  Most of the television commercials are testimonials whereby a celebrity of expert is used to tell story, the analogy and predicament.

The television transmits news and it also carried commercials.  The network news programme at 9.00 p.m. daily has always been a strictly news programme, but until recently when the nation witnessed an innovation, the NTA stateion started inserting commercials in the network news programmes at 9.00 p.m.

It is for this cause that advertisers who buy television generally scale to have their commercial messages appear in programme that reach the largest audience at a particular time through a channel.

And it is only by the purchase of a network time would and advertiser hope to reach a very large audience who are exposed to an advertiser’s message.

Advertisers therefore are interested in knowing the demographic information (such as age, sex, and education) and psychological information as attitude, beliefs and opinion of the audience in order to improve the effectiveness of an advertisement message.

The media to this effect sponsor research to find out from time to time who is attending to the message of their client.  The advertisers and media buyers on their side made absolute use of time to bring their varied products and services to the awareness of television – with the aim of reading the greatest number of their targeted audience.

Network television advertising, for example can reach all the parts of the country, hence NTA stations are situated in almost every state of the federation.

Therefore, advertisers exploit this medium to their different customers and prospective customers’ names and products and services to the constant awareness of the people.

Network television advertising, for example can reach all the parts of the country, thus for the fact that NTA stations are virtually in almost all part of the country.  It has really helped in bringing to the knowledge of the people or the customers latest information and awareness of products and services to the people or audience.

In other words the audience perception of commercial telecast during NTA news programmes is the researchers point of study.

 

1.2  STATEMENT OF PROBLEM

This research study is focused on television commercials.  The increasing abundance of advertising messages telecast during Nigeria Television Authority (NTA) Network News programme is a thing of much concern to the researcher.

This study therefore, maintains that undue advantage is being taken of the network news as an endless way of commercials beamed with the network news.

 

1.3  OBJECTIVE OF THE STUDY

The ultimate objective of this study is to…

 

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