Topic: The role of advertising in the sustenance of media industry in Nigeria.
This research work was purely undertaken in order to discover evaluate and exhaustively determine the role of advertising in the sustenance of media industry in Nigeria.
The researcher adopted survey research methods in which self- administered questionnaires sample of the population of study.
The researcher also formulated hypothesis for the study. These hypothesis were tested, analyzed and discussed.
Literature on related literature were reviewed, the scope and limitations of the study were highlighted, recommendations made.
Among other things, the result of the study showed that advertising plays a very important role in the sustenance of media industry in Nigeria.
The media and advertising as separate institution have a unique symbiotic relationship. Dating back to the history of the print media in Nigeria, the Lagos weekly record by john Jackson was able to survive until late eighteenth century in the face of low patronage, leadership, amateurism and staff competition that characterized the early print media in Nigeria because of government advertisements places in it.
Today, the trend is still the same. The media men and advertising practitioners cannot still cope without each other. With the increasing cost of production encountered by media houses especially in the print, a breakthrough would be unaffordable. On the other hand, there is no way the advertiser can send messages across without the use of the media.
There are lots of other gains to be derived from the media advertising relations which this paper intends to explore to my capabilities. in the means time, it relevant to include at this point brief definition of the two basic institutions on which lies the care of this research project.
The media on one hand is associated with mass communication. The media being the medium for mass communication and mass communication which involves communicating with a large mass audience at a particular time (Nwosu 1997). Although the use of a mass medium or a combination of media is not mentioned, it is an essential need in mass communication.
Advertising on the other hand have many and varied definitions. It may be defined as a communication process, a marketing process, an economic and social process, a public relations process, or an information and persuasion process, depending on the point of view (Pmelje 2004). But a preferable working definition goes like this, “advertising is the non- personal communication of information, usually paid for and usually persuasive in nature, about products (goods and services) or ideas by identified sponsors through the various media ( Arens and Bovee 1994).
This definition apparently points out that advertising and the media have a lot in common. Here, it becomes necessary to execute the extent of the commodities and chiefly the ways advertisement is indispensable to the media survival.
Viewing this study on the side of the broadcast media in Nigeria the call is still almost the same. Time has actually passed when the Nigeria broadcast stations were being supported solely by government funds. Advertising revues from the sale of airtime and programmes have become vital sources for broadcast media in Nigeria. Hence the 100 percent government owned broadcast media have gone particularly on all commercial.
However, for better understandings of this topic, it is however, pertinent to outline a brief history of the media and how it relates to advertising.
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