THE ROLE OF RADIO ADVERTISING ON THE MARKETING OF GOODS AND SERVICES IN KWARA STATE
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TITLE PAGE
THE ROLE OF RADIO ADVERTISING ON THE MARKETING OF GOODS AND SERVICES IN KWARA STATE
BY
---
EE/H2013/01430
DEPARTMENT OF ----
SCHOOL OF ---
INSTITUTE OF ---
DECEMBER,2018
APPROVAL PAGE
This is to certify that the research work, "the role of radio advertising on the marketing of goods and services in kwara state" by ---, Reg. No. EE/H2007/01430 submitted in partial fulfillment of the requirement award of a Higher National Diploma on --- has been approved.
By
--- . ---
Supervisor Head of Department.
Signature………………. Signature……………….
……………………………….
---
External Invigilator
DEDICATION
This project is dedicated to Almighty God for his protection, kindness, strength over my life throughout the period and also to my --- for his financial support and moral care towards me.Also to my mentor --- for her academic advice she often gives to me. May Almighty God shield them from the peril of this world and bless their entire endeavour Amen.
ACKNOWLEDGEMENT
The successful completion of this project work could not have been a reality without the encouragement of my --- and other people. My immensely appreciation goes to my humble and able supervisor mr. --- for his kindness in supervising this project.
My warmest gratitude goes to my parents for their moral, spiritual and financial support throughout my study in this institution.
My appreciation goes to some of my lecturers among whom are Mr. ---, and Dr. ---. I also recognize the support of some of the staff of --- among whom are: The General Manager, Deputy General manager, the internal Auditor Mr. --- and the ---. Finally, my appreciation goes to my elder sister ---, my lovely friends mercy ---, ---, --- and many others who were quite helpful.
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TABLE OF CONTENTS
Title Page
Certification
Dedication
Acknowledgement
Table of contents
CHAPTER ONE
- Introduction
- Background of the Study
- State of the problem
- Aims and Objectives of the Study
- Significance of the Study
- Scope of the Study
- Limitations and Constraints to the Study
CHAPTER TWO
- Literature Review
- Meaning of Advertising
- Types of Advertising
- Meaning of Radio Advertisement
- Types of Radio Advertisement
- Important of Radio Advertisement
- Ways and Styles of Writing Radio Advertisement
- Goods and Services Advertisement
- Effectiveness of Radio Advertisement
- Formulation of Hypothesis
CHAPTER THREE
- Research Methodology
- Population of the Study
- Method of Gathering Information
- Data Treatment Techniques
- Sources of Data to be collected
- Administration of Questionnaire
CHAPTER FOUR
- Summary
- Conclusion
- Recommendation
Reference
CHAPTER ONE
- 0 INTRODUCTION
Advertisement definitions are numerous as the number of advertisement we have on our mass media. If you ask the question “What is advertising”? The commercial you saw or heard last readily comes to mind.
The topic of the research work is “The Role of Radio Advertisement on the Marketing of Goods and Services in Kwara State in essence, we would be talking about the role of radio advertisement plays on the marketing of the goods and services in the country and in Kwara State in particular.
Radio is a source of communication which serves as a link between the producer and the consumers. Such link includes informing and persuading the consumers about the introduction of new products or an existing one into the market.
Radio medium is an advertising tool that can be used for so many purposes such as: educating, entertaining and encouraging intercommunication between the different segments of the society.
If radio also helps in communicating to the market, the availability of a new product and service, then it is of utmost importance of one of the advertising media for such purposes which radio happens to be part.
Advertising media consists of anything which can be used to convey and advertise message to the desired target market.
Radio as a medium can be reckoned with as a result of its advantages on other media such advantages includes:
- There is the influence of human voice therefore, little efforts is required to absorb sales messages.
- Radio is more accessible to consumers than any other medium.
- Radio advertisement is cheaper than any other medium
- There is mobility of medium almost everywhere and can be listened to while doing some other work.
In summary the broadcasting media which radio happens to be part is a medium of advertisement aimed at the mass population and it is called mass media.
In the body of the research work we would be analyzing the impact of radio advertisement has on the marketing of goods and services in Kwara State with particular reference to Radio Kwara.
- 1 BACKGROUND OF THE STUDY
The Kwara State Broadcasting Corporation, Ilorin with broadcasting identification Radio Kwara started broadcasting service in Ilorin in 1956 as a relay station. It was then known as Provincial Broadcasting House. The ¼ kilowath (kw) medium wave transmitter was then used to cover only about 8 kilometer radius of Ilorin.
However, Kwara State Broadcasting Corporation as constituted today, formally came in to being with the enactment of the Kwara Edict No 3 of 1979 but with retrospective effect for April 1st, 1978.
On the creation of the state in 1967, a master plan was drawn up and approved for the country as to the number and capacity of transmitter and mode of transmission to be sited in each location. Owing to the topography of Kwara State it was decided that it should be covered with both medium and short wave transmitter.
In 1974, construction work started on the modern studio broadcasting house, the 10kw short wave and 2ow medium wave transmitting station sites. These facilities were put in use as from 19th December, 1976. However, following the directive of the Federal Government, the short wave transmitter was closed down in 1978.
On 1st April 1978 in compliance with Federal Government directive which transferred all Radio Nigeria Station in State to their respective host state. The formal handing over of the station by NBC to Kwara Government was performed by Mr. Horation Agedeh of Federal Radio Corporation, Lagos on 5th September, 1978. All existing staff then were given the option of either staying with the corporation or going to the Federal Radio Corporation those who opted to stay were retained.
At the time of table over by the State Government, this station had a broadcasting house situation at the present premises transmitting station located at Apata Yakuba, Along Jebba Road, Ilorin. It then had two 10kilowatt medium wave transmitters and 10 kilowatt short wave transmitter at Apata Yakuba Station. The two inherited 10kw transmitter were very old. In fact, only on of them was working satisfactorily at the time of take over in 1978.
In 1984, the Federal Government boosted the transmitting capacity of Radio Kwara through the directive that transferred the Federal Radio Station in Ilorin to Kwara State Government. The station then had two 50kw medium wave transmitters at Budo Efo. With this development, the State Government approved the recommendation of the Corporation to install the four imported 109kw medium wave transmitters in the fringe areas of the Kwara State for effective coverage. Two of them were installed at egbe, one at New Bussa (Now in Niger State). All the time booster station were completed and commissioned.
Efforts to resuscitate the station between 200 and 2012 resulted in the provisions of a new tower mast and a 50kw Thomcast transmitter to restore normal transmission. In spite of the effort by Alhaji Muhammed Lawal’s administration, the transmitter remained insufficient. However, the Government of Dr. Bukola Saraki, on assumption of office in May, 2003, set the ball rolling to renovate the station with award of contract for the provision of modern studio equipment and additional 50kw Harris transmitter for the transmission totaling over N300,000,000.
The singular development has made Radio Kwara not just one of the few radio station with installed digital studio in Nigeria but one of the First Stations in Nigeria, to comply with the global directive one conversation from analysis broadcasting of digital broadcast.
The cardinal functions of Radio Kwara is to educate, entertain and inform people of what is happening around them.
- 3 STATEMENT OF THE PROBLEMS
Most of people in business have been criticized many times, because of the vast amount of money they spend on telling consumers about their products. The feelings expressed is that advertising add to the price of goods and services and that with less advertising savings will accrue to the consumer. However, to advertise is to inform the public what you have to sell. The question now is will radio advertising increase the level of sales of goods or services? Another is to find out the influence radio advertisement has on the purchase action of consumers
The research work is also to analyze the effort and to know the types of goods and services advertised on Kwara State Broadcasting Corporation (Radio Kwara) and to know the Impact of such product and services have on the business community.
- 4 AIMS AND OBJECTIVES OF THE STUDY
This research work would bring out the result of the survey of the role of radio advertisement on the marketing of goods and services in Kwara State.
The main aim and objective of the study is to ascertain how radio advertisement has been able to influence the purchase decision of consumers. Other aims and objectives are:
- To make some positive contributions to the impact radio advertisement has on marketing of goods and services in Kwara State.
- To identify the problems hindering the smooth running of radio advertisement and find out the main causes of problems so as to give reasonable suggestion to solve problems if any.
- To survey into operations and roles played by Radio Kwara as an advertising tool.
- To highlight the prospect of radio advertisement to both the society and business enterprises.
- Proffer recommendation as to how radio advertisement would enhance sales and brand loyalty.
- 5 SIGNIFICANCE OF THE STUDY
Basically, radio advertisement is one of the most important channels of communication and its can be very effective and influence consumers buying habit. However, the study is very significant to Kwara State economy in the promotion of commercial ventures, this could be in form of advertisement, publicity and public relation activities.
Radio covers a wider area hence many business organizations use the opportunity to advertise their goods and services through this channel so as to reach their target market. Radio advertisement is relatively cheaper as compared to what is attainable in other media sources.
- 6 SCOPE OF THE STUDY
The scope of this study covers the role of Radio Advertisement on the marketing of goods and services in Kwara State using Kwara State Broadcasting Corporation, Kwara Radio as a case study.
Territorial scope of this project deals with consumers advertising product in Radio Kwara and other broadcasting industries in Ilorin metropolis.
Industrial scope implies specification of the industry of the study , therefore, this research work deals with broadcasting industries such as Radio Kwara, Mainland FM, and Harmony FM etc. This research work focuses on Radio Kwara, Apata Yakuba, Ilorin, Kwara State.
The time scope in the periodic depth of the research therefore, covers eight months that is between October 2012 and June
- 7 LIMITATION AND CONSTRAINTS OF THE STUDY
One of the major constraints encountered was how the information will be well arranged so that the listeners will understand what they are talking about. In this situation, the workers of Radio Kwara will have to use their time to work hard on the information that they want to pass to the listeners by doing this, they will have to consult series of textbooks and if there is any language that is laid to pronounce, they have to divert it to a simple form so that it will be well understand by the listeners.
Finance is another major bottleneck of the researchers the researcher intended to get to some villages in the Republic of Benin where the station has a number of listeners but due to the scarcity of fuel in Kwara State that is why the researcher cannot reach the place they intended to go for the village also to know about their services.
Time is also major of the researcher, the researcher have to use their time to gather any information given to them so that there will not be any confusion during the process of presentation.
1.8 PROJECT WORK ORGANISATION
The work is organized as follows: chapter one discuses the introductory part of the work, chapter two presents the literature review of the study, chapter three describes the methods applied, chapter four discusses the results of the work, chapter five summarizes the research outcomes and the recommendations.
CHAPTER TWO: The chapter one of this work has been displayed above. The complete chapter two of "the role of radio advertising on the marketing of goods and services in kwara state" is also available. Order full work to download. Chapter two of "the role of radio advertising on the marketing of goods and services in kwara state" consists of the literature review. In this chapter all the related work on "the role of radio advertising on the marketing of goods and services in kwara state" was reviewed.
CHAPTER THREE: The complete chapter three of "the role of radio advertising on the marketing of goods and services in kwara state" is available. Order full work to download. Chapter three of "the role of radio advertising on the marketing of goods and services in kwara state" consists of the methodology. In this chapter all the method used in carrying out this work was discussed.
CHAPTER FOUR: The complete chapter four of "the role of radio advertising on the marketing of goods and services in kwara state" is available. Order full work to download. Chapter four of "the role of radio advertising on the marketing of goods and services in kwara state" consists of all the test conducted during the work and the result gotten after the whole work
CHAPTER FIVE: The complete chapter five of design and construction of a "the role of radio advertising on the marketing of goods and services in kwara state" is available. Order full work to download. Chapter five of "the role of radio advertising on the marketing of goods and services in kwara state" consist of conclusion, recommendation and references.
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