Advertising as a Revenue Survival Strategy for Mass Media Organization with the Anambra State Broadcasting Service in Focus.
INTRODUCTION
Nigeria’s economic downturn has affected all spheres of the nation’s life from the federal, state and local government and all of its associated body.
At the arrival of a new government in Anambra State led by Chef Willie Obiano, a pragmatic change geared towards repositioning the Anambra Broadcasting Service was made with the introduction of a foreign based expert.
His name was Mr. Uche Nworah who quickly tapped into a booming economy to start accruing revenue, through sourcing for advertisements and attracting investments and going into ventures.
This opened the governments eye to the rate of revenue that could be internally generated through the long over looked Anambra State Broadcasting Service hence they influx of cash into the broadcast house.
It was all good till the Buhari’s administration emerged and brought about a constant economic downturn in the country with failed economic policies thus resulting to a lot of austerity measures in the government and various business organizations with a direct effect on the Anambra Broadcasting Service resulting to slash in monthly allocation to the broadcast agency.
Realizing this, the agency’s boss resorted to sourcing for advertisements which was also impeded by the same economic challenges been faced in the country thus affecting returns through advertisements hence a low turnout in revenue accruing to the Station through advertisements.
It is this challenge that has brought about the need to inquire into the role advertisements place in revenue survival strategy of mass media houses in Nigeria with ABS in focus as an association between the two is inevitably linked.
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Various writers have viewed advertising from different perspectives. Advertising is a tool of marketing for communicating ideas and information about goods and services to an identified group, which employs paid space or time in the media or uses another communication vehicle to carry its message.
It openly identifies the advertiser and his relationship to the sales effort (Wanoff, 1997). Advertising can also be defined as any paid form of non-personal communication about an organization, product, service or idea by an identified sponsor (Bennet, 2006).
Advertising is any paid massage presented through various media, such as television, radio, magazines, newspaper, or billboards by an identified source.
Furthermore, advertising is a non-personal communication paid for by an identified sponsor who is relayed through various media with the aim of influencing people’s behavior towards the advertiser’s products and services at the lowest possible cost. (APCON, 2002).
Frank (2005) defined advertising as the aim to persuade people to buy. Advertising as the dissemination of information concerning an idea, service or product to compel action in accordance with the intent of the advertiser.
Advertising is a controlled identifiable information and persuasion by means of mass communication media (Borden, 2007).
REFERENCES
Aaker, D.A. (1984). Strategic Market Management, NY: John Wiley & Sons Ltd.
Aaker, D.A. (2002). Building strong brands, London: free press.
Albarran, A.B. (2006). Historical trends and patterns in media management research, London: Lawrence Erlbaum Associates, Inc.
Aufderheide, P. (1992). Cable television and the public interest, Journal of Communication, Vol. 42, No. 1, pp. 52-65.
Bareiss, W. (1998). Public Space, Private Face: Audience Construction at a Noncommercial Radio Station, Critical Studies in Mass Communication, Vol. 15, pp. 405-422.
Blumer, J.G. & Wolfgang, H.R. (1992). New Roles for Public Television in Western Europe Challenges and Prospect. Journal of Communication, Vol. 42, No. 1, pp. 51-76.
Collins, R., Finn, A., McFadyen, S., Hoskins, C. (2001). Public Service Broadcasting Beyond 2000: Is There a Future for Public Service Broadcasting? Canadian Journal of Communication, Vol. 26, No. 1, pp. 3-15.8.
Cuilenburg, J. & McQuail, D. (2003). Media Policy Paradigm Shifts: Towards a New Communications Policy Paradigm, European Journal of Communication, Vol. 18, No. 2, pp. 181-207.
David, C. & William, H. (2006). The Business of Media: Corporate Media and the Public Interest, Pine Forge Press, Inc.
Debrett, M. (2009). Riding the wave: public service television in the multi-platform era, Media Culture & Society, Vol. 31, No. 5, pp. 807-827.
Be the first to comment