THE IMPACT OF ADVERTISING ON THE PRINT MEDIA DEVELOPMENT: A STUDY OF THE PUNCH NEWSPAPER
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CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND TO THE STUDY
Advertising brings about promotions which act as a medium of communication with individuals, groups or organization with the aim of facilitating exchange by informing and persuading the audience to accept the firm’s product or service.However, the relevance of advertising to the department cannot be over emphasized. Advertising is one of the essential elements used for promotion of activities in an organization with other components like personal selling, sales promotion. Public relations and publicity act to accomplish their goals (Kotler, 1997).
It is also a truly exciting challenge to misunderstand advertising and its importance to business organizations. In other words, advertising is preoccupied with purpose of giving information about products, services and to show its importance and its quality. Most Nigerians are exposed to different products through advertisement on radio, television; newspaper etc this then serves as a source of communication to consumers or customers which also helps in the selling of goods and services through persuasion and dissemination of information. In fact, advertising is regarded as one of the materials or mechanism used by the media to call the attention of the public to a particular product or services. That is, when an industry is located in a particular area, advertising serves as a tool of development for the organization (Valarie and Mery, 1996).
In today’s aggressive and quickly changing business landscape, advertising symbolizes an imperative mode by which organizations keep in touch with their existing and prospective customers. Constantly upgrading technology has forced modern marketers to look for inventive and latest media channels to lure customers. It has also led to rapid proliferation of internet, mobile phones, movies and video games as emerging media alternatives. Despite of all this, traditional media option such as print is as effective as it used to be in earlier days. An important element of promotional mix for any company, print advertisements have their own prominent share in a company’s marketing budget.
Consumers are more engaged while reading printed material, unlike websites, which are often skimmed in as little as a 15 second visit. The Indian newspaper industry is expected to grow strongly for another decade due to mounting literacy. Aam Aadmi in India is neither a global citizen nor a netizen who has easy access to information that empowers him. Thus, print in India is an uncomplicated means of individual empowerment. Print is local and a tangible means of common man’s empowerment. It is evident that print media has its own significant role to play in context of Indian advertising scenario and therefore measuring its effectiveness is essential. An understanding of advertising effectiveness would contribute significantly to the productivity of advertisers in terms of effective allocation of their marketing budgets (Wells, Burnett & Moriarty, 2000).
1.2 HISTORY OF THE PUNCH NEWSPAPER
The punch is a Nigerian daily Newspaper. It is second largest newspaper in the country in terms of circulation with 80,000 copies published daily in 1999.
The Punch Newspaper was founded by two friends, James Aboderm, an accountant and Sam Amuka, a columnist and editor at the Daily times. Sam Amuka became the first editor of Sunday Punch. In November, 1976, a few years after the first print of its Sunday Edition, the duo started printing its trademark daily newspaper. Both editions were designed to favour a friendlier approach to news reporting, combining footages of social events with everyday political news.
However, during the twilight of the second Republic exigencies had introduced conflicts to it original intention. Aboderm and Amuka parted ways due partly to political conflicts. Aboderin later secured the supports of its former foe, Mko Abiola after the later left the NPN. The paper began to take on a political stance mostly against the Shagari regime. The Punch has been growing from strength to strength despite surreptions tendency of limitation of the study.
1.3 STATEMENT OF RESEARCH PROBLEM
The attitude of people towards advertising differs. Some people are of the opinion that promotional activities particularly advertising paints a distorted picture of reality because it provides the consumer with only the selected information about the product or service. In view of this, repetition of similar themes in advertising has brought changes in social value such as materialism among others.
There is a cogent reason for researching into any subject. In most cases, the reason could be to discover problems and therefore suggest a pragmatic solution to it. Therefore the purpose of this study is to investigate into the impact of advertising on the development of the media.
It is also to examine and know what would be the outcome of the media if peradventure advertisement were not placed on it. The question then is this, what are the impacts of advertising on the development of the media? This in a nutshell is the problem, which this study seeks to investigate.
1.4 PURPOSE OF THE STUDY
The purpose of the study is to examine the impact of advertising on the print media development. The objectives:
- To find out if advertising is relevant to the growth of Print Media?
- To know if print media have good advertising strategies that attract advertisement.
- To find out if advertising influenced more customers to print media?
- To find if advertising aid the development of the Print Media?
1.5 RESEARCH QUESTIONS
- Is advertising relevant to the growth of the Punch newspaper?
- Does the Punch newspaper have good advertising strategies that attract advertisement?
- To what extent has advertising influenced more customers to punch newspaper?
- How often has advertising helped the development of the Punch newspaper?
1.6 RESEARCH HYPOTHESES
The following research hypotheses were buttressed for the study:
- HO: Punch newspaper does not have good advertising strategies that attract advertisement.
H1: Punch newspaper has good advertising strategies that attract advertisement.
1.6 SIGNIFICANCE OF THE STUDY
This project would aid the development of media with reference to the punch newspaper and how it disseminates information to the consumers and general public about the product or service, so that people will be able to purchase goods and services.
This study will also improve knowledge in the area of advertising. This study will create employment opportunity to employ more staff.
Also, the study would make all current media houses set their eye on all factors that are capable of affecting advertising. It will also help the advertisers (i.e. client) to also know the best medium suitable for their kind of advertisement.
1.7 LIMITATIONS OF THE STUDY
The likely problems to be encountered in the course of investigating into this research work are:-
- Lack of adequate finance to do a thorough investigation on the research problem
- Lack of sufficient time.
iii. Unreliable data from respondents.
1.8 DEFINITION OF TERMS
Advertising: – Advertising is a professional field of study and practice concerned with various activities in the areas of research, planning setting of informative or persuasive message or both about a product, idea, service, individual or organization.
Development: – According to the Oxford Advanced Learners Dictionary (2006), Development is the gradual growth of something so that it becomes more advanced and stronger.
Impact: – According to the Advanced Learner’s Dictionary (2006), Impact is the powerful effect that something has on somebody or something.
Media: – The media are various channels through which information is being passed or disseminated to a mass audience. Such medium are Radio, Television, Magazines, and Newspaper etc.
Marketing: – According to American Marketing Association (1972) “Marketing is concerned with the people and the activities involved in the flow of goods and services from the producer to consumer”.
Personal Selling: – Personal selling is a face to face communication with one or more persons with the intent of making an immediate sales or development of a long term relationship that will eventually result in sales.
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