MASS MEDIA ADVERTISING IN NIGERIA: PROBLEMS AND PROSPECTS

AUTHOR: OSSAI, PETER IKECHUKWU

DEPARTMENT: MASS COMMUNICATION

AFFILIATION: NNAMDI AZIKIWE UNIVERSITY, AWKA

In this study, an attempt was made to evaluate the problems and prospects of mass media advertising in Nigeria. We talk of the media mix and the multi-media approach to public relations and advertising, but we seem to be uncertain which particular medium is more success-oriented in carrying out advertising functions — radio and television on the one side and newspapers, magazines and books, on the other. This researcher put forward four hypotheses: HA: Television is better in carrying quality advertisements than the other media. HO: Television is not better in carrying quality advertisements than the other media. HA: Mass media advertising contributes to national development. HO: Mass media advertising does not contribute to national development. HA: Broadcast commercial messages have more credibility than print media messages. HO: Broadcast commercial messages do not have more credibility than print media messages. HA: The influence of advertising on the audience depends on the medium carrying it. HO: The influence of advertising on the audience does not depend on the medium carrying it. The survey research technique was used to gather data through the questionnaire distributed to media audience in Enugu State. At the end of the research, this researcher tested the four hypotheses and found out that they were all positive. Other findings were that an advertiser judges an advertising medium according to exposure opportunity, the number of people who might see the advertisement, and message opportunity, which is the way in which a particular medium carries the advertisement . In conclusion, it can be deduced from the findings that media characteristics govern the choice of media in advertising. This researcher recommends that for advertising to bring about national development, its messages should, apart from selling goods, services and products, should be in line with some well known development-oriented media theories such as the Social Responsibility, Democratic-Participant, and Development Media theories.

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