Thesis Abstract

Abstract
Advertising plays a crucial role in the survival strategy of mass media organizations in today's competitive landscape. This research project delves into the significance of advertising as a means for mass media organizations to generate revenue, attract audiences, and maintain relevance in the digital age. The study explores the various forms of advertising utilized by mass media organizations, including traditional print and broadcast ads, as well as digital and social media advertising. Through a comprehensive review of existing literature, this research project highlights the evolution of advertising in mass media and its impact on the sustainability of media organizations. The findings suggest that advertising not only serves as a primary source of revenue for mass media organizations but also as a tool for building brand awareness and audience engagement. Moreover, the study examines the challenges and opportunities associated with advertising in the mass media industry, including issues related to ad blocking, ad fraud, and changing consumer preferences. Furthermore, this research project investigates the effectiveness of advertising strategies employed by mass media organizations to reach target audiences and drive engagement. By analyzing case studies and industry trends, the study identifies best practices for creating successful advertising campaigns that resonate with consumers and deliver measurable results. Additionally, the research explores the role of data analytics and audience insights in optimizing advertising efforts and improving ROI for media organizations. In conclusion, this research project underscores the critical role of advertising as a survival strategy for mass media organizations in an increasingly competitive and dynamic environment. By leveraging advertising effectively, media organizations can not only generate revenue but also enhance their brand presence, attract new audiences, and adapt to evolving market trends. Ultimately, advertising remains a cornerstone of the media industry, providing a pathway for organizations to thrive and remain viable in the face of technological disruptions and changing consumer behaviors.

Thesis Overview

INTRODUCTION

1.1            BACKGROUND OF THE STUDY

Nigeria Television Authority Enugu was established in the year 1960 by the Premier of an Eastern region of Nigeria Dr. Michael Okpara. It was the oldest television station in Nigeria. It was received in the thirteen states of the federation. The station has two studios and each of them equipped with video cameras and microphones, because of the tempograph of Enugu the studio and the transmitter are not con-sided.

The transmitter is located about 15 kilometers away from the studio. The station transmitters on 201.75mhz video and 196.25 audio, both local and network programmes are received from the station. In the year 2003 the station was upgraded to a zonal network center. The implication of the above is that the station not only now receives both, also transmitte’s both network news and programmes. The zone covers Abia State, Akwa-Ibom state, Anambra state, Benue state, Cross-River state, Ebonyi state, Enugu state, Imo state and Rivers state. It can be said that the zone and its stations are fulfilling their primary functions of informing, educating and entertainment.

The secondary function of NTA is that it creates employment opportunities

Economic situation in Nigeria today and its attendant problems especially on the purchasing power of her citizens has greatly affected television usage.

In line with the above is the incessant arrests and sometimes close down of some media organizations in the country resulting from their beautifully designed progremmes targeted at attracting viewers but found provoking by the government.

The above mentioned problems in no small measure affected the smooth running of the mass media organization in Nigeria.

Therefore, towards ensuring continuity in the business, it behooves the management of the mass media organization to evolve survival strategies via diversification of activities.

A remarkable survival strategy often adopted, especially in terms of returns on the business and the creation of awareness is advertising.

i.                   Trust worthiness of the mass media organization one hand that of the sponsor n the other side.

ii.                 Prestige of the sponsor of the advertisement.

iii.             The quality of product being advertised etc.

The above mentioned variables or factors individually cannot influence advertising effectively but rather concerted interactions of efforts of these variables. Thus positive result can only be achieved by careful implementation of these variables systematically by the mass media.