THE IMPACT OF
ADVERTISING ON THE DEVELOPMENT OF THE MEDIA
ABSTRACT
The
research focuses on the determination of
the impact of advertising on the development of the media. It appraises the
nature of advertising and the significant role it plays towards the development
of the media.
1.1 BACKGROUND OF
THE STUDY
·
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) .The advent of Advertising agencies
like West African Publicity now known as Lowe Lintas, OBM, Grants, Admark which
were established during the colonial days and were run by expatriates brought
about a structure in the industry.
·
After Nigeria’s independence in 1960, there
was a break in the monopoly, which the foreign based agencies enjoyed with the
advent of two indigenous advertising firms Insight Communications and Rosabel,
which formed the bedrock of the clientele of Advertising agencies.
·
Agencies such as Prima Garnet, Casesers and
SO&U sprung up in the 90’s and changed the face of advertising due to their
creative vibrancy. Sectoral groups such as Media Independent Practitioners
Association of Nigeria (MIPAN) Advertisers Association of Nigeria (ADVAN),
Outdoor Advertising Association of Nigeria (OAAN) emerged at this time also to
protect the interest of the different stakeholders as advertising became an all
commerce affair.
One prominent feature in Advertising on
Nigeria Print media in the 21st century is the use of copy and visual
hyperbole.
•
Advancement in technology, has enhanced colour and production quality that
makes for an exciting print commercial.
•
There is a conscious effort to stir up the emotions of consumers as opposed to
just telling them the rational benefit of the product or service.
•
Brands are associated with colours, a layout style and a visual persona that
reflects the image perception they wish to convey.
•
The use of brand ambassadors. Summary Advertising is a marketing tool that
creates awareness about products and services enough to compel people to
purchase them. Whilst advertising of the 80s and 90s were quite conservative and
rational, advertising in the 21st century has been more exciting because print
houses also stepped up the game of their quality offering, therefore creating a
formidable platform for creative advertising to be showcased.
However, the downside
to this is because of the exaggerated style of advertising in this era, brands
tend to overpromise and under deliver. There are standard organizations in
place like APCON and ADVAN. To some extent they do a good job of managing the
content allowed to reach the consumers. However because they are highly monetized,
they compromise standards and allow things to slide.
Effect on Society
• Compulsive buying
• Young people who do
not possess the purchasing power begin to crave for things they don’t
necessarily need.
• Perception that
every brand is a reflection of your personality, status or class.
• It has the power to
alter the value system of a people.
The effects
advertising has on society cannot be changed, as long as we keep selling goods
and services and expect people to buy.
However, they can be managed. Until
corruption in the nation of Nigeria is curbed standard organizations to a large
extent will be compromised. However, practitioners must be the first
gatekeepers of what they allow the society consume all in the name of
Advertising. Media Houses as well should also be gatekeepers of what they allow
agencies or marketers place on their media. Klepper, O. (1985) “Advertising and
Development in Nigeria” Rodenrick, W. (1980) Advertising: What it is and How to
do it.
CHAPTER
1
1.1 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
1.2
STATEMENT
OF THE PROBLEM
The
problem confronting this research is to appraise the impact of advertising on the development of the media
1.3
RESEARCH
QUESTION
1
What constitute the
nature of advertising?
2
What is the role of
advertising on the development of the
media?
1.4
OBJECTIVE
OF THE STUDY
1
TO appraise the
nature of advertising
2
To determine the
impact of advertising on the media
1.5
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 a veritable source of
information for advertising and media experts.
1.5
STATEMENT
OF HYPOTHESIS
1
H0 Advertising is not significant
H1 Advertising
is significant
2
H0 The impact of advertising on the media is low
H1 The impact of advertising on the media is high
3
H0 The development of the media is not significant
H1 The development of the media is significant
1.7
SCOPE
OF THE STUDY
The study shall appraise the nature of advertising ,functions
and the impact of advertising on the development of the media
1.8
DEFINITION
OF TERMS
ADVERTISING: 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)