ADVERTISERS PREFERENCES OF MEDIA CHANNEL PROBLEMS, CHOICE, AND REASONS (A COMPARATIVE STUDY OF DAILY SUN NEWSPAPER AND NEWSWATCH MAGAZINE)
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ADVERTISERS
PREFERENCES OF MEDIA CHANNEL PROBLEMS, CHOICE, AND REASONS (A COMPARATIVE STUDY
OF DAILY SUN
NEWSPAPER AND
NEWSWATCH
MAGAZINE)
TABLE
CONTENTS
Title page i
Declaration ii
Certification iii
Dedication iv
Acknowledgement v
Table of contents vi
Abstract ix
CHAPTER
ONE
INTRODUCTION
1.1
Background of the study 1
1.2
Statement of problems 8
1.3
Objective of study 9
1.4
Research questions 9
1.5
Significance of study 10
1.6
Scope of the study 11
1.7
Limitation of study 11
1.8
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
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. Chapter three
focuses on Research Methodology, method and Procedures used in the study.
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.
CHAPTER
ONE
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.
Non commercial
advertisers who spend money to advertise items other than a consumer product or
service include, political parties, interest groups, religious organizations
and governmental agencies. Non-profit organizations may rely on free modes of
persuasion, such as a Public Service Announcement (PSA).
According to Jefkins
(1998-187) defines advertising media as that which supplies the vehicles for
advertising message, carrying them to the right readers, viewers, listeners or
passers by. It may also be referred to as the vehicles that propel the messages
to where they are needed”.
Advertising media
selection is the process of choosing the most cost – effective media for
advertising to achieve the required coverage and number of expures in a target
audience.
Media selection is
typically measured on two dimensions: frequency and spread.
In frequency, it is
insufficient for a target audience member to have just one “Opportunity To See
(OTS)” the advertisement. In traditional media, around five OTS are believed or
required for a reasonable impact. Some research shows that advertisements
require significant exposure to consumers before they can even register.
Those viewers who
receive fewer OTS are insufficiently motivated, and extra advertising is wasted
on those who receive more.
The major steps in media selection
as:-
Deciding on reach,
frequency and impact, secondly, choosing among major media types. Thirdly,
Decoding on media timing.
The advertiser decides
on the reach and frequency of the media channel he is about to choose.
He further considers
the percentage of people in the target audience who are exposed to the
advertising campaign during a given period of time. Frequency refers to how
many times the average person in the target market is exposed to the message.
Media impact involves the qualitative value.
The advertiser must
decide on how to schedule the advertising over the course of the year. There
are different types of media channels open to the advertisers.
They are the
Electronic or Broadcasting Media, which includes the radio and television.
According to Neli
Kokemuller, magazines and newspapers are important print media used by
companies to deliver advertising messages. They share similarities as print
media, the strengths and weaknesses of each medium are distinct.
Newspapers tend to
offer opportunities for the broadcast range of advertisers, but magazines have
strengths in helping you connect with a specific audience.
Not minding these few
merits they still have their demerit which is now left for the advertisers to
determine.
Advertisers some
times choose among magazines and newspaper based on their strength, weakness,
lead times, creativity, life span and cost effectiveness.
Magazines are
typically read by highly interested audiences because there are specific
magazines for various topics. It allows you to reach an audience that has
higher potential for persuasion if your products relate closely to the topic of
the publication magazines are however more costly than newspapers.
Newspapers on the
other hand offer affordable advert rates which benefits small businesses on a
tight budget.
However, despite the
fact that newspapers offer color, newspaper design it isn’t nearly as
captivating it diminishes as large copy runs. They are useful when reaching a
broad geographic market, but they are limited if you have a more specific
demographic market.
Newspapers are highly
advantageous on targeting geographic market segments. Its publications include
local, regional and national newspapers. The lead time of a newspaper is short
which an advantage.
However, magazine has
narrow audience, long-lead time and more expensive. Though they are more
creative and have longer life than newspaper.
1.2 Statement of problem
Advertising
play an important role in persuading thee target audience to purchase a
companies products. That is why we say that the rise and fall of advertising
business solely depend on the expenditure incurred by advertiser.
As a result of this the researcher is
bent on finding some of the problems encountered by the advertisers while
choosing the different media of their choices.
This
study therefore is zeroed down to Daily Sun newspaper and Newswatch magazine.
The advertisers are faced with the challenges of choosing the between frequency
of publication, their life span and cost of effectiveness which will enable
them choose the most effective for their advertisement.
1.3 Objectives of the Study
The primary aim of
this study to enable the researcher determine the most effective media channels
of advertisement.
The researcher at the
end of this study will be able to bring out the strength and weakness of
newspaper and magazine advertisement and give the advertiser the privilege of
choosing the media of the choice.
1.4 Research Question
1)
Is Daily Sun and Newswatch magazine
effective for advertising?
2)
Is the cost of advertising in Daily
Sun and Newswatch magazine affordable?
3)
Do Daily Sun and Newswatch magazine reach
maximum number of people?
4)
Is Daily Sun and Newswatch magazine
perfect for advertisement?
1.5 Significance of the Study
This
study will help advertisers and prospective advertisers to determine the best
channels to be adopted why advertising for their various companies.
It will also help to
elaborate more on the problems that advertisers face why choosing a channel of
their choice.
Furthermore, it will
also serve as a literature or reference material one can consult in this area
of study if the need arises.
1.6 Scope of Study
Determining
the media channels preferred by different advertisers for there different
advertisement is a very big task. This study in order to be conclusive in its
facts finding zeroed it down to Daily Sun Newspaper and Newswatch Magazine
using few advertisers in Oko.
1.7 Limitation of Study
There are certain
factors or problems encountered by the researcher during the process of finding
and collection of data. There were some logistics problems, some respondent
were uncooperative with some questionnaire unreturned and unanswered.
1.8 Definition of Terms
Some
terminologies in this work would be defined for the purpose of understanding
properly what the researcher means.
Those terms include:
1.
Advertising:
“Advertising is the non personal communication of information usually paid for
and usually persuasive in nature about products, service or ideas by identified
sponsors through the various media” (Bovee, 1992:7).
2.
Advertisers:
A person organization or company that places advertisements in order to target
customers.
3.
Newspaper:
A printed publication (usually issued daily or weekly) consisting of folded
unstapled sheets and containing news, feature articles, advertisements and correspondence.
4.
Magazine:
A periodical publication containing articles and illustrations, typically
covering a particular subject or area of interest. The paper usually have
glossy papers.
5.
Media
channel: specific medium used in reaching intended
audience, such as newspapers, radio station, television stations etc.
6.
Effectiveness:
The degree to which something is successful in producing a desired result
success.
7.
Preferences:
A greater liking for one alternative over another or others.
8.
Customer:
An individual or business that purchases goods or services produced by a
business, since it is the customer who pays for supply and creates demand.
9.
Communication:
Two way process of reaching mutual understanding in which participant not
exchange (encode-decode) information, news ideas and feeling but also create
and share meaning.
10.
Consumption:
The process in which the substance of a thing is completely destroyed, used up
or incorporated or transformed into something else. Consumption of good and
services is the amount of them used in a particular time period.
11.
Branding:
The process involved in creating a unique name and image for a product in the
consumer’s mind, mainly through advertising campaigns with a consistent theme.
Branding aims to establish a significant and differentiated presence in the
market that attracts and retains loyal customers.
12.
Frequency: the number of time that an event occurs
within a given period.
13.
Market
segment: the process of defining and subdividing a large
homogenous market into clearly identifiable segments having similar needs,
wants, or demands characteristics.
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