MASS MEDIA ADVERTISING IN NIGERIA: PROBLEMS AND PROSPECTS

A MASTERS DESSERTATION

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THE SCHOOL OF POST-GRADUATE STUDIES

IN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE AWARD OF

MASTER OF SCIENCE (M.Sc) DEGREE IN MASS COMMUNICATION

ABSTRACT

In this study, an attempt was made to evaluate the problems and prospects of mass media advertising in Nigeria. We talk of the media mix and the multi-media approach to public relations and advertising, but we seem to be uncertain which particular medium is more success-oriented in carrying out advertising functions ---radio and television on the one side and newspapers, magazines and books, on the other.

This researcher put forward four hypotheses:Television is better in carrying quality advertisements than the other media.

Television is not better in carrying quality advertisements than the other media. Mass media advertising contributes to national development.Mass media advertising does not contribute to national development. Broadcast commercial messages have more credibility than print media messages.Broadcast commercial messages do not have more credibility than print media messages.The influence of advertising on the audience depends on the medium carrying it.The influence of advertising on the audience does not depend on the medium carrying it.The survey research technique was used to gather data through the

questionnaire distributed to media audience in Enugu State.At the end of the research, this researcher tested the four hypotheses

and found out that they were all positive. Other findings were that an advertiser judges an advertising medium according to exposure opportunity, the number of people who might see the advertisement, and message opportunity, which is the way in which a particular medium carries the

advertisement .In conclusion, it can be deduced from the findings that media

characteristics govern the choice of media in advertising.This researcher recommends that for advertising to bring about national development, its messages should, apart from selling goods, services and products, should be in line with some well known development-oriented media theories such as the Social Responsibility, Democratic-Participant, and Development Media theories.

LIST OF TABLES

Table 4.1: Exposure to Mass Media Advertising

Table 4.2:

Listenership/Readership of Commercials or Adverts

Table 4.3:

Frequency of use of Radio, Television, NewspaperAnd Magazine for Advert Information

Table 4.4: Comparison between Television and other Media

In terms of carrying quality AdvertisementsTable 4.5:

Best Medium for carrying Advertisements or commercials

Table 4.6:

Comparison between the Credibility of BroadcastCommercial Messages and that of the Print Media

Table 4.7:

Mass Media Advertising and National development

Table 4.8:

(Hypothesis one) Comparison between Television

and other Media in terms of carrying quality Advertisements

Table 4.9: (Hypothesis Two) Mass Media Advertising and

National DevelopmentTable 4.10:

(Hypothesis three) Comparison between the Credibility

of Broadcast Commercial Messages and that of the Print Media

Table 4.11:

(Hypothesis four) Influence of Advertising, the Audienceand the medium

Title pageCertificationApproval Page

TABLE OF CONTENTS

AbstractList of Tables

CHAPTER ONE1.1 Preamble1.2 The Research Problem1.3 Statement of the Research Problem1.4 Objectives of the study1.5 Significance of the study1.6 Research Questions1.7 Hypotheses1. Definition of variables

81.8.1 Conceptual definitions1.8.2 Operational Definitions1.9. Assumptions1.10. Scope and limitations of the study

CHAPTER TWOLiterature Review2.1 The concept of advertising2.2 Historical Development of print Media Advertising2.3 History of Broadcast commercial2.4 Advertising in Nigeria2.4.1 Advent of the Mass Media on the Advertising Scene2.4.2 Types of Media Commercials2.4.3 Print and Broadcast Advertising in Nigeria2.4.4 Problems of Radio and Television Advertising in Nigeria

2.4.5 Mass Media Advertising and Media Preferences2.4.6 The Mass Media----Types, Origin, Development and

Characteristics2.4.7 Functions of the Mass Media2.4.8 Advertising Revenue and Mass Media Survival in Nigeria2.4.9 Summary of Literature Review

CHAPTER THREEMETHODOLOGY

3.1 Research Design3.2 Research Setting and Population

3.3 Sample and Sampling Technique3.4 Instrument for Data Collection3.5 Validity and Reliability of Instrument3.6 Administration of the Instrument3.7 Method of Data Analysis3.8 Expected Results

CHAPTER FOURDATA ANALYSIS AND RESULTS

4.1 Response Rate4.2 Demographic Characteristics4.3. Results4.4. Discussion

CHAPTER FIVESUMMARY AND RECOMMENDATIONS FOR FURTHER STUDY5.1 Summary5.2 Recommendations for further study

References

Appendix IThe Questionnaire (Measuring Instrument)

Appendix IIHow Advertising Messages and Other Broadcast ProgrammesReach the Media Audience

CHAPTER ONEINTRODUCTION

1.1 PREAMBLE The mass media of communication are divided into two--print and

electronic. According to Okunna (1999:66), the electronic media of radio and television are distinct from other electronic media because they make use of transmission technology through which their signals are scattered far and wide. Hence, of all the electronic media of communication only radio and television are referred to as broadcast media.

Okunna (1999:66) goes further to say that this technology involves the use of a transmitter which generates waves (electromagnetic impulses) that carry voice transmissions or messages which make up radio and television programmes. Radio waves travel through the air, carrying the programmes to homes and other locations where they are received through radio and

television sets. There are no wires connecting the transmitter to these receiving sets, hence communication through the broadcast media is also known as wireless communication or wireless transmission (see appendix II of this work).

Radio and television carry different types of messages called programmes. One of such messages is advertising. Advertising is defined by the Advertising Practitioners Council of Nigeria (APCON) as communication in the media paid for by an identifiable sponsor and directed “at a target audience with the aim of imparting information about a product, service, idea or cause.”

The thrust of this research is to find out whether the broadcast media of radio and television are more efficient media of advertising than other media of communication – print and electronic.

Books, newspapers and magazines are part of the print media while the other media like ultra-wave billboards, recordings, films, cinema, slides and telephones belong in the electronic media.

This researcher set out to investigate, in an empirical way, whether the broadcast media are the best media or tools to carry advertising in Nigeria, knowing the potentials, limitations and characteristics of both print and electronic media of communication.

Whereas the print media are known for their possession of certain characteristics such as permanence and special mental demand, the broadcast media are known to possess characteristics such as transience, limited airtime and limited mental demand.

When we write for the print media, we are writing information that will be taken in through the eye. On the other hand, information written for the broadcast media is taken in primarily through the ear.

This researcher set out to find out how far these basic differences between the print media and the electronic media would influence consumer behavior.

1.2 THE RESEARCH PROBLEM Eminent scholars in the field of Mass communication like Festinger

(1957), Schramm (1976), Rosengren (1985), Tan and Tan (1986) McQuail (1987:4), Bittner (1989:376) and Okunna (1999:176) have carried out mass media effects studies which have come out with revelations that give us an insight into what effects mass media messages could have on the audience. However, studies of effects of mass media advertising on the audience are quite different from studies of which media are best to be used for advertising campaigns.

In Nigeria, so many media of communication are involved in the competitive bid to advertise products, goods and services. Little is known as to which of them is most appropriate and more rewarding to be used as a medium or media of advertising. It is necessary to find out the most suitable medium or media of advertising so as to know which of them is most likely to make a more lasting impact on the mass media audience.

Advertisement rates are exorbitant and the financial means with which to advertise goods, products and services is not easy to come by. If the identifiable sponsors of advertisement must pay heavily for the advertised commodities, is it not wise then that they choose the most efficient media or tool to do the job of advertising?

A British historian and essayist, Thomas B. Macaulay, once said, “Advertising is to business what steam is to industry----the sole propelling force. Nothing except the mint can make money without advertising.”

Many scholars and academics, including professionals and proprietors in the field of broadcasting, share Macaulay’s point of view. De Fleur and Dennis (1994:318)

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