Key Features:
- No of Pages: 74
- No of Chapters: 5
Introduction:
Abstract
This research work was purely undertaken to discover, evaluate and exhaustively determine the critical role of the advertising in the sustenance of Nigeria mass media industry which has not been fully realized that warranted this study.
This work is in depth study into the role of advertising in the sustenance of Nigeria mass media industry. It is a five chapter work.
Chapter one is an introduction to the work, where as chapter two reviews related literature on the study chapter three is concerned with the research methodology while chapter four gives a summary of the entire work as well as conclusion and recommendation for further studies.
Table of Content
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Introduction
INTRODUCTION
BACKGROUND OF THE STUDY
The media and advertising as separate institutions have a unique symbiotic relationship. Dating back to the history of the “Print Media in Nigeria, the Lagos weekly record by John Jackson was able to survive until late eighteen century in the face of low patronage, readership, amateurism, and stiff competition that characterized the early print media in Nigeria because of government adverts placed in it. This 150 points a year advertisement gave the weekly record about 400 ponds in 1900 the (Fred Omu) (Fed Omu, 1978: 1933).
Today, the trend is still the same. The media men and advertising practitioners cannot still cope without each other. On the hand, there is no way the advertiser can send his message across without the use of the media.
There are lots of other gains to be derived from the media advertising relations which this paper intends the explore to my capability.
In the mean time, it is relevant to induced at this point a brief definitions of the basic institutions on which lies the care of this research project, as their importance. The media on one hand is associated with mass communication. The media being the medium for mass communication, and mass communication which involves communicating with a mass audience or a large number of people at a particular time (Nwosu 1987). Although the use of a mass medium or a combination of media is not mention it is an essential need in mass communication.
Adverting on the other hand, has, many definitions “based on individual under standing, what advertising is (Nwosu , 1999). He believes the best definition of advertising is that “it is mass communication which is aimed amend at helping to sell goods services , idea, persons” .
This definition apparently point out that advertising and media have a lot in common. Here is becomes necessary to examine the extent of the commonalties, and chiefly the ways advertisement is indispensable to the media survived. However, it could not be rule out the fact that there are some basic differences, that are not covered by theme of this research project.
In viewing this study on the side of the broadcast media in Nigeria, the case is still almost the same. Time has actually passed when the Nigerian broadcast stations were been supported solely by government funds. But the begging of the depression, advertising revenue from the sales of time and programmes has become from the sales of time and programmes has become a viral sources of income for broadcast media in Nigeria. Hence the 100% government owned broadcast media have gone particularly or full commercial.
Lastly, this study would be based on a study of prominent newspapers and broadcast stations.
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