ADVERTISING AS A REVENUE SURVIVAL STRATEGY FOR MASS MEDIA ORGANIZATION

ABSTRACT

This study on Advertising as revenue survival strategy for mass media organization Nigeria is the subject of the work. The purpose was to identify the advertising effectiveness in mass media organization as a revenue generation to media establishment. Data was collected through questionnaire. From the total population of 300 staff. The study was carried out through simple random sampling, applying Yamane formular to determine the sample size. The result was analyzed using frequency distribution table and percentage, while the hypotheses were tested. The researcher found out that there is knowledge of advertisement effectiveness in media organization which helps to boast mass media organization. The study revealed that there are problems that hinder advertising in most of the media organization but going by this set back media organizations generate enough revenue for their survival. The researcher recommended among others that Advertising should be made more persuasive, Creative and dynamic. Advertising should be made to be more product match. Conclusively, advertising is very vital in attracting customers in mass media organizations and as well design strategic policy incorporating all the variables needed for effective advertising.       

 

TABLE OF CONTENTS

ABSTRACT

CHAPTER ONE

INTRODUCTION

1.1 Background Of The Study

1.2 Problem Statement

1.3 Study Objectives

1.4 Significance Of The Study

1.5 Study Questions/Hypotheses

1.6 Scope And Limitation Of The Study

1.7 Definition Of Terms

CHAPTER TWO

REVIEW OF RELATED AND RELEVANT LITERATURE

2.1 Introduction

2.2 Conceptual Clarifications

2.3 Theoretical Studies

2.4 Empirical Studies

2.5 Related Literatures

CHAPTER THREE

RESEARCH METHODLOGY

3.1 Research Design

3.2 Study Area

3.3 Sources Of Data

3.4 Population Of The Study

3.5 Sample Size Determination

3.6 Instrumentation

3.7 Reliability And Validity Of Instrument

3.8 Method Of Data Analysis

CHAPTER FOUR

DATA PRESENATATION, ANALYSIS AND INTERPRETATION

4.1 Data Presentation

4.2 Data Analysis

4.3 Data Interpretation

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION

5.1 Summary

5.2 Conclusion

5.3 Recommendation

REFERENCES

APPENDIX