This research work is mainly on the marketing of communication services in our
Nigerian television with special emphasis to Nigeria television authority
Channel 8 Enugu. The data needed for this study was collected from the
employers/staff of the television house. The objective is to find out how
this channel will be able to reach it’s numerous customers with adequate and
reliable information at their door post around and all over the world.
Also to determine the amount of satisfaction customers derive from the present
state of communication services by the channel.
The research methodology employed were questionnaire and observations of
how communications services are marketed to reach its numerous customers.
Also Desk research was employed and most of the vital information was collected
from both primary and secondary sources of data collection. However, the
use of statistical models and chi-square was not used to test the hypothesis
because the population used was not definite. From the analysis of the
data obtained it was discovered that Nigeria television Authority Channel 8
Enugu has a very vast area of coverage. That the quality of their
services is able to meet the needs and demands of this numerous
customers. With the observations made by the research, It was recommended
that the Nigerian Television authority channel 8 Enugu should do the following.
maintain their high quality of services.
Nigerian Television authority channel 8 Enugu should continue to be customer
oriented by paying attention to customers complain if their is any. So
that they will be increased efficiency in their marketing of communication
THE RESEARCH TOPIC
MARKETING OF COMMUNICATION
(A CASE STUDY OF N.T.A ENUGU)
OBJECTIVE OF STUDY
purpose of this study is to take a critical look on how the Nigerian Television
Authority channel 8, Enugu markets its station through effective programming
and performance standard.
the influence of television advertising from the consumers point of view.
ways of improving sales advertisement spots so as to help generate revenue for
of the study
significance of the study is the element of bias the researcher encounters when
soliciting for responses from respondents for the fact.
facts that constrained the researcher work requires more item for effective and
of Data: is the primary and secondary data.
Primary data being the original
data and secondary data being the already used ones.
of data collection/research instrument. In order to collect relevant data
from the respondent, the researcher used questionnaire and interview guide as
his research instrument.
of data Analysis
After all the relevant data
were collected, the researcher use tables, percentages and chi-square in
testing the hypothesis.
The scope of the study is
Nigeria Television authority channel 8, Enugu.
for literature review.
The researcher here will
conduct library research on text books, Journals, magazines and other
publications related to the topic under study.
TABLE OF CONTENTS
of the study or
of the television Industry
service quality and
Analysis and presentation of
Consumption is basic to human
existence. The human nature is usually involved in an every day activity
which stems from manufacturing, buying and consumption. The consumer also
must be aware at the existence at a product before thoughts of buying and
testing the product will ever come to his mind.
Therefore, the manufacture
utilizes different options to eep the consumer aware of the existence at his
products and to determine how such products can serve the purpose of the
consumer. Such options stem from the bill boards, radio, posters,
souvenirs (eg. Can stickers, opener, table mat etc) testing market to
It does not necessarily mean that
the only use of the television is for advertising purposes. Television is
an electronic medium, through which information, entertainment and education
are offered to the populace most of the time without cost.
On the other hand, television
marketing is a service marketing contrary to marketing concept, has no profit
motive. Its priority is to identify way of solving the public
entertainment and leisure problems and making sure that daily information concerning
the people reach them first-hand without adulteration an delay.
The American marketing
association (AMA) defines services as activities, benefits or satisfaction
which are offered for sale or are provided in connection with the sales of
goods. The services described in the second half of the definition are
those included in the sale of records to the customers. Viz, pre-sale
services. This paper is primarily concentrating on the first part of the
foresaid definition viz, activities benefits or satisfaction which are offered
for sales. The marketing of these kinds of services usually do not
include the sale of the goods to customers such activities, benefits and
satisfactions offered are intangible in nature i.e. they are not concrete
objects which can be tested, felt, moved and so on.
When a customer buys a service
in the service market, he buys the time knowledge, skill or resources of
someone else who is the provider or supplier of the service. The buyer
receives satisfaction or benefit of the activities of the provider who may be
an individual, a firm or a company or even and institution specializing in
selling certain benefits or satisfaction.
Television marketing, could
make us define marketing as the creation and delivery of customer satisfaction,
service at a profit to the supplier or provider of the service. The roles
of customer satisfying services assumes unique importance in the customer-
oriented marketing approach. In the sale of service to customer, what is
important is that customer be satisfied, that their needs and wants be
fulfilled by the provider of services.
When you talk of television
marketing in Nigeria, the profit motive include in the marketing concept could
be ignored totally because both federal and state owned television stations in
this country do not make profit compared with the counterparts overseas.
The equipment designed to help television houses and researchers to know the
number of viewers a channel records everyday has since been in use in the
united kingdom and America. The number of television set owners are also
known and each and every owner has a television license just as you have you
vehicle license which is renewed annually. Such things as television and
radio license do not exist here in Nigeria and may not exist in the very near
future. This is why the television houses depend on the government
Federal or state depending on ownership for subventions to sustain ie.
Otherwise. It generates revenue from advertisements and sponsored
Television is the latest medium
of mass communication and has begun to be extensively used for
advertisement. It uses audio – visual appeals to contact consumers of
general utility products. Like radio advertising, television advertising
may take the form of short commercials as well as sponsored programmes
combining entertainment with publicity. This medium is now available in
our country but the only price we pay is the cost of our television sets
OF THE PROBLEM
The research problem is
therefore centred on identifying the opportunities through which television
houses could generate funds to sustain them and also enough funds to enable
them and also enough funds to enable them serve the public more effectively.
Under customers –oriented
marketing, selling the demand at the customer is the central marketing
function. It is guaranteed road to even profitability. Profit is
the by-product of consumer satisfaction. The concept of service to
customers and to society is based on ethical views of marketing practices
services to customer is the master- key to both survival as well as profit.
It is also the intention of
this researcher to identify the impact of television advertising or the
consumers, how they react to it (whether negatively or positively) and
how much it influences their buying behaviour and buying decision, also the
successes of television advertising through the advertiser/manufacturers point
of view. It should however be understood that this analysis is specifically
restricted to the advertisement on Nigerian Television Authority channel 8,
Enugu: Viewers in Enugu as on area in its channel 8) geographical coverage and
the experiences at its commercial crew.
purpose of this study is to take a critical look on ow the Nigerian television
authority channel 8, Enugu markets its station through effective programming
and performance standard
the effect (whether positive or negative) its programme content has on its
number of viewship.
the loophole created by the poor performance of the station especially in
carrying advertisements, and how their counterparts, the Nigerian television
authority channel 8 take advantage of this.
the effect of the economic crunch on the station as regards the amount of
subvention they get from the government annually and what efforts they are
making to generate more revenue for the station.
the contribution of the commercial division to the running of the station and
identify what inhibits their efforts.
the influence of television advertising from the consumers points of
view. This includes the moral influences and how the consumers respond to
the advertisement due to ignorance on the part of the consumer or audiquity of
the advertisement message.
ways of improving sales advertisement spots so as to help generate more revenue
for the station.
the cause of high cost of advertisement spots on the television channel and how
it effects the cost of the advertised product in the market and also how it
affects the rate of response from the advertisers.
of television services in Nigeria is not consumer oriented.
in Nigerian Television authority has adverse effect on its marketing efforts.
structure of television stations inhibits effective marketing effort of
marketing in Nigeria is an untapped under utilized marketing tool.
Television is an electronic medium through which message and entertainment are
sent or directed to the public. Television advertising is a very
successful mass communication medium. It combine the
characteristics of salesmanship and advertising. The appeal can be very
personal. Demonstration of the product and audio-visual appeal is easily
possible making a very effective impact on viewers
Television advertising on the other and is probably very effective, especially
for consumer products. Certainly it is yet the most sophisticated.
It is equally very expensive and this is quite understandable learning is most
easily stimulated by appealing to most of the human senses.
While other medium engage only on sense most effectively television engage two
sense sigh and sound. Emotional empathy to the commercial is also
achieved more. The better the equality of the commercial. We should
not forget the films on our youths. Thereby we notice that even the financially
down do aspire to live and consume like the super actors in commercials.
Television offers great entertainment pleasure to the general public.
Football matches both life and recorded electioneering campaigns daily news of
the country and the world over, all are brought to your listening and viewing
pleasure. In fact. It offers the mot relaxing situation that is
within reach of a good number of Nigerians. I should say, that television
is in vogue now in Nigeria. In that homes that do not have access to a
television set must be in the minority.
The various definitions of marketing. I tend to believe that
marketing. I tend to believe that marketing is the business function that
identifies current unfulfilled needs and wants. Defines and measures
their magnitude, determines which target markets the organization can best
serve, and decided san appropriate product, services and programmes to serve
Thus marketing serves as the link between a society’s needs and its pattern of
On the other hand in the words of the father of management, peter drucker,
marketing is so basic that it cannot be considered as a separate
functions. It is the whole business seen from the point of view of its
final result, that is, from the customers point of view”
Sherleker defines marketing as “the function by which a marketer plans,
promotes and delivers goods and services for customers and clients.” He
went further to say that “In the context of marketing of services, we can say
that marketing is the creation and delivery of customer satisfying services at
a profit to the supplier or provider of services.”
Advertising is one of the four major tools companies use to direct persuasive
communication to target buyers and the entire public. Visual symbols and
imagery are important because they can be easily remembered and associated with
the brand. The advertisement campaigns should go for high repetition with
short duration message. Television is more effective than print media
because it is a low involvement medium that is suitable for passive
learning. The advertising planning should be based on classical
conditioning theory where the buyer comes to identify a certain product
by symbol that is repeatedly attached to it.
TERMS AND CONDITIONS APPLY
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