The Strength Of Advertising To The Development Of The Mass Media Establishment
[A CASE STUDY OF NTA]

INTRODUCTION 1.1     

BACKGROUND OF THE  STUDY

Nigeria Television Authority (NTA) Port Harcourt was established in the year 1977. It is one of the oldest television stations in Nigeria. It was received in more than twelve states of the federation. The station has two studios and each of them equipped with video cameras and microphones. NTA Port Harcourt is located at Choba road, P.M.B 5797, Port Harcourt; its frequency is 210.25 MHZ-Vision 215.75-Audio. Channel 10VHF, umber of staff 24. The slogan is setting the pace. The current manager, Ade Ayemi.

The zone covers, Akwa-Ibom State, Imo State, Cross-Rivers State, Bayelsa State, Delta State, Enugu State, Ebonyi State, and Abia State.

It is said that the zone and its stations are fulfilling their primary function in informing, educating and entertaining.

The secondary function of NTA is that it creates employment opportunities economic situations, in Nigeria today and its attendant problems especially in the purchasing power of her citizens has greatly affected television usage.

SOME FUNCTIONS OF NTA PORT HARCOURT

i. Trust worthiness of the mass media with their customer.

ii. Prestige of the sponsor of the advertising.

iii. The quality of product being advertised etc.

1.2 STATEMENT OF PROBLEM

The statement of the research problem of this study tries to look at the following problem.

How NTA Port Harcourt uses advertisement from their customers to generate revenue for the mass media.

It tries to look whether their advertising techniques and strategies influences the viewers and customers of the establishment.

iii. It tries to look whether there is enough revenue from it to sustain the organization.

The statement of research problem of this study also tries to modify the strategy if not sustainable and reliable to use.

1.3 PURPOSE OF THE STUDY

The purpose of this study is to create better knowledge on advertising effectiveness in the mass media organization. It will also examine problems that hinder advertisement in the mass media establishment. This study however, tends to provide also the accurate measure on how to influence the viewers of television programmes and advertising lords to be adherence to the media content, thereby providing more opportunity of profit making to the mass media organizations.

1.4 RESEARCH QUESTION

This study tries to ask the following questions proper analysis of this study:

Do customers bring advertising to NTA Port Harcourt?

Does NTA Port Harcourt advertising influence customers?

iii. Does NTA Port Harcourt generate a lot of income from advertisement of their customers?

Does NTA Port Harcourt advertisement create awareness to their customers?

1.5 RESEARCH HYPOTHESIS

THE HYPOTHESIS (ONE)

In other to direct the major activities for this study in finding answers or solutions to the statement of problem, the followings have been find as the relevant hypothesis:

HI: Customers bring advertisement to NTA Port Harcourt.

HO: Customers do not bring advertisement to NTA Port

Harcourt.

HYPOTHESIS (TWO)

HI: NTA Port Harcourt advertisement influences the customers and the advertising agencies customer.

HO: NTA Port Harcourt advertisement do not influences the customers and the advertising agencies customer.

HYPOTHESIS (THREE)

HI: NTA Port Harcourt generate a lot of revenue from such advertisement to their customers for their survival.

HO: HI: NTA Port Harcourt do not generate a lot of revenue from such advertisement to their customers for their survival.

1.6 SIGNIFICANCE OF THE STUDY

The significant of this study are as follows:

To serve as a reference strategy to broadcast media organizations for research documentations.

The result of this study will help the mass media organization to identify the possible strategy and technique that should be used to manipulate television viewer’s behavior. This study will help the mass media to identify the genie means of manipulating viewers of television attide.

iii. This study will bring an alignment between the mass media organization and their viewers, thereby enabling mutual understanding to exist or to be established between both parties.

This study tries to unveil some of the important techniques that should be applied by a mass media organization in advertising their client product thereby giving the opportunity of mutual understanding to be established between them and their customers.

This study will help mass media organization in enhancing its positioning in television house. It will enable the mass media to have the knowledge of adjusting or repositioning their advertising techniques to attract or influence viewers behavior over television broadcast.

Finally, at the end of this study, the following people will be able to benefit from this research work: the mass media organization, advertiser viewers of the television advertising agencies, etc. again if will also serve as a reference point to other researchers who are embarking on a similar study like this.

1.7     SCOPE OR DELIMITATION OF THE STUDY

This study tries to cover some certain areas of difficulties when if come to mass media organizations. This study reviews some of the important techniques and measures that should be adopted by mass media organizations to attract more audience and customers via their advertisement.

However, the following areas are considered to be covered by this study.

Problems encountered by a media organization through poor advertisement.

The causes of low response of audience to mass media advertisement.

iii. Finally the improper method of advertisement by mass media organization.

This study dispute the great and anticipated urge contributions expected is however constrained by the following factors:

TIME CONSTRAINT

The time frame allotted for this study was obviously very short as to cover all the major advertisement required for more effective advertising.

MONEY CONSTRAINT

The money at disposal for the effectiveness of this study or research was not good enough to achieve the desired outcome of this study. These however focus the study on only one mass media.

Finally, the television organization chooses for the purpose of this study is well known station, therefore some vital information needed for this study was not disclosed.

1.8 DEFINITION OF TERMS

ADVERTISING

This is a promotional tool or term used by the advertiser to research the target or the audience.

SURVIVAL

Conceptual

This is the act of existing amidst odds.

iii.      STRATEGY

OPERATIONAL

It is a part way of realizing organizational goals.

OPERATIONAL

MASS MEDIA

On organization operation among all other things to inform entertain, educate an environment or public either through newspaper, magazines, radio, satellite, or internet etc.

ORGANIZATION

An organization is defined as any administrative management and financial through which the activities of its work units and individuals seek to achieve a pre-determined goal.