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THE IMPACT OF ADVERTISING IN SUSTAINING THE NIGERIA MASS MEDIA INDUSTRY

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RESEARCH INFORMATION

[icon type=”icon-pencil”]: THE IMPACT OF ADVERTISING IN SUSTAINING THE NIGERIA MASS MEDIA INDUSTRY
[icon type=”icon-book”]: Chapter 1 – 5
[icon type=”icon-basket”]: #3, 000
[icon type=”icon-doc-line”]: Ms Word format

This study,THE IMPACT OF ADVERTISING IN SUSTAINING THE NIGERIA MASS MEDIA INDUSTRY contains concise information that will serve as a framework or guide for your project work. The project study is well-researched for academic purposes and are usually provided in complete chapters with adequate References.

Keywords:THE IMPACT OF ADVERTISING IN SUSTAINING THE NIGERIA MASS MEDIA INDUSTRY

RESEARCH BODY

CHAPTER ONE
1.0 Introduction
1.1 Background to the Study
For mass media organizations to make money and to survive in the long run, they must have constant sources or streams of revenue. Revenues come from sales, and the various categories of sales of a service or manufacturing firm are known as revenue streams. While measuring and reporting revenue is the domain of accounting and finance departments in organizations, determining new sources or streams of revenue is the responsibility of top management, strategic planners, and marketing forecasters.
Competition is driving down advertising rates of broadcasting and print media. The number of channels and newspapers are increasing while there is no infrastructure to support the presence of these channels. The audience has a shorter span of attention and they are fragmenting.
Under reporting of subscription fees have been a traditional problem and the advertising revenues are growing at slower rates every year. When faced with such a scenario broadcasters and print media are looking various avenues to increase revenues.
Commercial may refer to: Advertising which is paid classified messages in newspapers, magazines, flyers, billboards, and paid announcements over radio and television to sell a product, item or service.
Commercial broadcasting is the practice of airing radio and television advertisements for profit.
Radio advertisement, paid announcements over the radio to sell a product, item or services.
Television advertisement, paid announcements over the television to sell a product, item or services.
The five new or alternative funding options for public broadcasting stations include: television advertising, radio advertising, retransmission consent fees, paid digital subscriptions and digital game publishing.
The 14 existing sources from which public broadcasting already draws include: merchandise licensing, digital online advertising, education and state government fee-for-service arrangements, events, renting donor lists to direct marketers, tower leasing, production services. Some of the major source of revenue for broadcasting media are: Commercials, Sales of Air, time to Freelance Presenters, Donations, Grants and Sponsors.

1.2 Statement of the Problem
The study is carried understand how commercial is an integral part of a broadcasting media station, to ascertain the concept of commercials and how it aid effective profit maximization in media houses.
Mass media cannot survive without the availability of commercials or advertisement to generate revenue for the running of the mass media.
Therefore, for mass media industry especially broadcast organizations to make money and to survive in the long run, they must have constant sources or streams of revenue.
Also, it is identified that geographical location do affect the number and price of commercials they generate on a daily basis.
To state that commercial is an integral part of mass media. To ascertain the concept of “commercials” and how it aids effective profit maximization in media houses. To make it a known fact that “commercial” and media houses work hand in hand.

1.3 Purpose of the Study
The main purpose of this research is based on the following;
1. To identify the various means/ways which mass media generate revenue.
2. To examine the role commercial play in mass media.
3. To ascertain whether mass media can survive without advertisement.
4. To know if geographical location of mass media determine the increase in number of commercials and advertisers.
5. To examine commercial price of mass media station determine advertisers’ choice of media.

1.4 Research Questions
1. Does commercial play important role in mass media?
2. Of what significance is commercial in mass media?
3. Can mass media survive without commercial?
4. To what extent does geographical location of a mass media stations determine the increase in number of commercials and advertisers?
5. Does commercial price of mass media determine advertisers’ choice of media?

1.5 Significance of the Study
This research work will enable journalists, mass communicants, newscasters, news editors and stakeholders to know Impact of Advertising in Sustaining the Nigeria Mass Media Industry (A case study of OSBC and Punch Newspaper). The research will serve as a useful guide to future researcher who will like to further the study.
1.6 Limitation of the Study
This research work was affected by short age of funds and time. The depth of good and quality textbook also pose some negative effects. In spite of these problems, it is my belief that the research work is undertaken with sufficient thoroughness to ascertain its validity.

1.7 Operational Definition of Terms
The following terms operationally defined in the course of this study to increase the understanding of people who may want to use them.
Commercials: – This refers to advertising, paid classified messages in newspapers, magazines, flyers, billboards and paid announcement over a radio or television to sell a product.
Commercial Broadcasting: – This is the broadcasting of television and radio programming by privately owned corporate media.
Broadcast Media: -This covers a wide spectrum of different communication methods such as television and radio.
Mass Media: These are means of information dissemination to a wider audience such means is through radio, television, newspaper or magazine.
Advertisement: – The creation of awareness about a product.
Broadcasting: – Broadcasting is the distribution of audio and video content to a disposed audience via any audio or visual means.

Keywords: THE IMPACT OF ADVERTISING IN SUSTAINING THE NIGERIA MASS MEDIA INDUSTRY

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Keywords: THE IMPACT OF ADVERTISING IN SUSTAINING THE NIGERIA MASS MEDIA INDUSTRY

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