THE IMPACT OF ADVERTISING ON THE DEVELOPMENT OF THE MEDIA

CHAPTER 1

BACKGROUND OF THE STUDY

For mass media organizations to make money and to survive in the long run, they must have constant sources or streams of revenue. Revenues come from sales, and the various categories of sales of a service or manufacturing firm are known as revenue streams. While measuring and reporting revenue is the domain of accounting and finance departments in organizations, determining new sources or streams of revenue is the responsibility of top management, strategic planners, and marketing forecasters.
Competition is driving down advertising rates of broadcasting and print media. The number of channels and newspapers are increasing while there is no infrastructure to support the presence of these channels. The audience has a shorter span of attention and they are fragmenting.
Under reporting of subscription fees have been a traditional problem and the advertising revenues are growing at slower rates every year. When faced with such a scenario broadcasters and print media are looking various avenues to increase revenues. Commercial may refer to: Advertising which is paid classified messages in newspapers, magazines, flyers, billboards, and paid announcements over radio and television to sell a product, item or service.

Commercial broadcasting is the practice of airing radio and television advertisements for profit, Radio advertisement, paid announcements over the radio to sell a product, item or services.Television advertisement, paid announcements over the television to sell a product, item or services.The five new or alternative funding options for public broadcasting stations include: television advertising, radio advertising, retransmission consent fees, paid digital subscriptions and digital game publishing.
The 14 existing sources from which public broadcasting already draws include: merchandise licensing, digital online advertising, education and state government fee-for-service arrangements, events, renting donor lists to direct marketers, tower leasing, production services. Some of the major sources of revenue for broadcasting media are: Commercials, Sales of Air, time to Freelance Presenters, Donations, Grants and Sponsors.

The  research shall investigate the impact of advertising on the development of the media

STATEMENT OF THE PROBLEM

The problem confronting this research is to appraise the impact of advertising on the development of the media

RESEARCH QUESTION

1. What constitute the nature of advertising?
2. What is the role of advertising on the development of the media?

OBJECTIVE OF THE STUDY

1. TO appraise the nature of  advertising
2. To determine the impact of advertising on the media

SIGNIFICANCE    OF THE STUDY

1.     The study shall project the various dimensions in which advertising impacts on the development of the media

2.     It shall serve as a veritable source of information for advertising and media experts.

STATEMENT OF HYPOTHESIS

1. H0    Advertising is not significant
2. H0    The impact of advertising  on the media is low
3. H0    The development of the media is not  significant

SCOPE OF THE STUDY

The study shall appraise the nature of advertising, functions and the impact of advertising on the development of the media

DEFINITION OF TERMS

1.        Advertising has been defined as “a powerful communication force and a vital marketing tool helping to sell goods and services, image and ideas…” (Wright1983:8).Advertising may also be seen as “a group of activities aiming at and including dissemination of information in any paid product or service to compel action in accordance with the intent of an identifiable sponsor.”(Doghudje 1985:8)