Advertisers Preferences of Media Channel Problems, Choice, and Reasons.
ABSTRACT
This research is on Advertisers Preferences of Media Channels, Problems, Choice and Reasons (A Comparative Study of Daily Sun Newspaper and Newswatch Magazine).
This study is designed to find out the level of preferences of different advertisers towards Daily Sun Newspaper and Newswatch Magazine.
This study is divided into five chapters in order to present a coherent work. Chapter one focuses on background of study, Statement of Problem, Purpose of Study.
Chapter two focuses on Literature Review and Theoretical Framework. Also, chapter three focuses on Research Methodology, method and Procedures used in the study.
However, chapter four deals on Data Presentation and Analysis, while chapter five deals on Summary, Conclusion and Recommendations.
What the researcher has in mind is to find out the best channel for advertising. The study proved that Daily Sun Newspaper is more effective in advertising than Newswatch Magazine.
TABLE CONTENTS
Title page i
Declaration ii
Certification iii
Dedication iv
Acknowledgement v
Table of contents vi
Abstract ix
CHAPTER ONE INTRODUCTION
- Background of the study 1
- Statement of problems 8
- Objective of study 9
- Research questions 9
- Significance of study 10
- Scope of the study 11
- Limitation of study 11
- Definition of terms 11
CHAPTER TWO LITERATURE REVIEW
2.1 Introduction 15
2.2 Media selection 15
2.3 Theoretical Framework 27
CHAPTER THREE RESEARCH METHODOLOGY
3.1 Introduction 31
3.2 Research design 32
3.3 Population of the study 32
3.4 Sample size 33
3.5 Sampling technique 34
3.6 Source of data 35
3.7 Instrument for data collection 35
3.8 Validation of instrument 35
3.9 Method of data analysis 36
CHAPTER FOUR DATA INTERPRETATION AND ANALYSIS
4.1 Introduction 37
4.2 Analysis of demographic data 37
4.3 Discussion of the finding 42
CHAPTER FIVE SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1 Summary 43
5.2 Conclusion 43
5.3 Recommendation 44
5.4 Recommendation for further studies 45
Reference 47
Appendix 49
Questionnaires 50
INTRODUCTION
1.1 Background of Study
An advertiser can be defined as a person, organization or company that places advertisements in order to target audience or customers.
The entire business of a commercial organization or company starts with advertising. That is to say that the rise and fall of the profit of a company depends solely on the expenditure incurred by the advertiser.
A form of marketing communication used to persuade an audience to take or continue some actions, usually with respect to a commercial offering, or political or ideological support.
In Latin, “ad vertere” means to “to turn toward”. The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful.
According to Wikipedia Atom Feed, Advertising is the communication relayed from companies to persuade an audience to purchase their products this communication is usually through various form of paid media like TV and radio commercials, print adverts, bill boards and more recently, product placement.
Adverts are placed where advertisers believe they will reach the largest, most relevant audience.
Commercial business use advertising to drive the consumption of their product, while non-profit organization may place adverts to raise awareness or encourage a change in behavior or perception.
Advertising messages are usually paid for by sponsors and viewed via various old media including mass media such as newspapers, magazines, television advertisement, radio advertisement, outdoor advertising or direct mail, or new media such as blogs, websites or text messages.
Commercial advertisers often seek to generate increased consumption of their products or services through “branding” which involves associating a product name or image with certain qualities in the minds of consumers.
REFERENCES
Igwenazor, O.N. (2012). Principles of Marketing: Rudimentary Approach. Onitsha: Noben Press Ltd.
Jefkins, F. (1995). Public Relations Frame work. Harlow: Pearson Education in www.google.com. Retrieved on (January 9th, 2015).
Koklemular,N.(2000). Small Business by Demand Media in www.google.com. Retrieved on (December 13, 2014).
Nwosu, I. (2005). Media and Development: A broad Perspective. Enugu: Cecta Nigeria Ltd.
Offor, O. (2005). Mass Communication Research Design and Method. Agbor: Royal Peace Publication.
Okunna, S. (1998). An Introduction to Mass Communication. Enugu: New Generation Books.
Wikipedia Atom Feed (2014). Retrieved on (December 13, 2014 at 13:09).
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