The Role of Advertisement in Newspaper Patronage
CHAPTER ONE
OBJECTIVE OF THE STUDY
The objectives of the study are;
- To ascertain whether advertisement attracted corporate organizations to newspaper in Nigeria
- To ascertain whether readers buy newspaper because of the advertisement
- To ascertain whether newspaper advertisement contributed to increase in the patronage of newspapers
- To ascertain whether Tribune Newspaper been able to satisfy the needs of its numerous customers
CHAPTER TWO
REVIEW OF RELATED LITERATURE
Definition of Advertising
Advertising is impersonal communication of information about products, services or ideas through the various media, and it is usually persuasive by nature and paid by identified sponsors (Bovee, 1992). The standard definition of advertising includes seven main elements:
- Paid form of communication.
- The presence of an identified sponsor.
- Distribution through the media.
- The presence of a specific audience for treatment.
- Lack of personalization of distributed information.
- Aimed action
From this it follows that advertising is usually a non-personalized form of communication, paid by an identified sponsor, implemented in a certain way through the media and other legal means and aimed to familiarize with some products and its further acquisition by possibly large audience of consumers. Advertisement can also be defined as below: Advertising is a means of communication with the users of a product or service. Advertisements are messages paid by those who send them and are intended to inform or influence people who receive them, as defined by the Advertising Association of the UK .(http://economictimes.indiatimes.com/definition/advertising). The definition of advertising by Federal Law of the Russian Federation “about advertising” from 13.03.2006: Advertisement is the information distributed in any way, in any form or by any means, addressed to an uncertain number of people and aimed at attracting 6 attention to the subject of advertising, the establishment or maintenance of interest in it and its promotion on the market. Advertising has the following advantages: Advertising reaches customers living far apart. Its public presentation shows to the buyer that the product is not contrary to social norms and the law. It allows doing multiple announcements and when the addressee gets the message, he/she can compare the product with other competitive firms. A wideranging promotional activity, run by the company, is some kind of evidence of company’s popularity and success.
CHAPTER THREE
RESEARCH METHODOLOGY
Research design
The researcher used descriptive research survey design in building up this project work the choice of this research design was considered appropriate because of its advantages of identifying attributes of a large population from a group of individuals. The design was suitable for the study as the study sought to the role of advertisement in newspaper patronage
Sources of data collection
Data were collected from two main sources namely:
Primary source:
These are materials of statistical investigation which were collected by the research for a particular purpose. They can be obtained through a survey, observation questionnaire or as experiment; the researcher has adopted the questionnaire method for this study.
Secondary source:
These are data from textbook Journal handset etc. they arise as byproducts of the same other purposes. Example administration, various other unpublished works and write ups were also used.
CHAPTER FOUR
PRESENTATION ANALYSIS INTERPRETATION OF DATA
Introduction
Efforts will be made at this stage to present, analyze and interpret the data collected during the field survey. This presentation will be based on the responses from the completed questionnaires. The result of this exercise will be summarized in tabular forms for easy references and analysis. It will also show answers to questions relating to the research questions for this research study. The researcher employed simple percentage in the analysis.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
Introduction
It is important to ascertain that the objective of this study was on the role of advertisement in newspaper patronage. In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing the challenges of advertisement in newspaper patronage
Summary
This study was on the role of advertisement in newspaper patronage. Four objectives were raised which included: To ascertain whether advertisement attracted corporate organizations to newspaper in Nigeria, to ascertain whether readers buy newspaper because of the advertisement, to ascertain whether newspaper advertisement contributed to increase in the patronage of newspapers and to ascertain whether Tribune Newspaper been able to satisfy the needs of its numerous customers. In line with these objectives, two research hypotheses were formulated and two null hypotheses were posited. The total population for the study is 200 staff of Nigeria tribune newspaper. The researcher used questionnaires as the instrument for the data collection. Descriptive Survey research design was adopted for this study. A total of 133 respondents made human resource managers, marketers, production managers and editors were used for the study. The data collected were presented in tables and analyzed using simple percentages and frequencies
Conclusion
Newspaper is a viable tool for the dissemination of information, enlightenment and shaping of public opinion and so its readership important and educative to readers. This study established that there is low newspaper readership when there is no advertisement. Most of the reader read newspaper occasionally which might be related to issues of politics. This attitude to newspaper readership might deny the privilege to useful information contain in various newspapers as well as the opportunity of learning to see that newspaper on their own enhance readers’ reading and comprehension skills
Recommendation
It is also advisable to identify a target market before advertising, so to minimize cost for an increase in returns
In order to reduce the rate of advertising clutter, the government should give network incentives to reward marketers whose advertisement people love and penalize those who produce advertisement that viewers hate.
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