MARKETING ELECTRONIC MEDIA IN NIGERIA: A CASE STUDY OP NIGERIA TELEVISION AUTHORITY (NTA) 1986 – 1993

MARKETING ELECTRONIC MEDIA IN NIGERIA: A CASE STUDY OP NIGERIA TELEVISION AUTHORITY (NTA) 1986 – 1993

Abstract

In a national system of Electronic Media, people wish to base a choice between alternative modes of media communication services upon the consideration for quality of service and cost of obtaining it. This work is an attempt to look at the marketing activities of the Nigeria Television Authority vis-a-vis privately owned stations. The study intends at identifying those marketing problems that militate against the survival, successful and profitable operation of NTA. To attract patronage, the Nigerian Television Authority must be up to date with its marketing strategies, it must be efficient, effective and economical in all its dealings. It means that the operation of NTA must be attractive, regular and dependable to enable them remain in the market, develop new market and recapture old and new ones. To carry out this work successfully, questionnaire and interview were used. Facts were gathered from respondents and analysed. The writer found out that the current marketing orientation of NTA leave much to be desired. viii Therefore, the marketing directors should make up to its responsibilities, narrow view of the marketing intelligence and research system should be improved upon. The importance of Nigeria Television Authority in national development cannot be over-emphasized, and the potential services offered by NTA as compared to other modes are technically numerous i.e. cost, quality of service, coverage and employment. One would, therefore, expect the Nigerian Television Authority to market its services to match the advantageous features of Electronic Media and to carry out its operation so as to develop these features to the full. The findings of this project is concluded by giving some recommendations on how best to improve on the effectiveness of the marketing operation under the present economic conditions.

TABLE OF CONTENT

Title page- – – – – – – – – i
Approval page – – – – – – – -ii
Dedication – – – – – – – – -iii
Acknowledgement – – – – – – – -iv
Abstract – – – – – – – – – -v
Table of content – – – – – – – -vi

CHAPTER ONE
INTRODUCTION – – – – – – – -1
1.0 Background of the study – – – – -1
1.1 Statement of the problem – – – – -5
1.2 Purpose of the study – – – – – -6
1.3 Significance of the study – – – – -8
1.4 Research questions – – – – – -9
1.5 Scope of the study – – – – – – -10

CHAPTER TWO

LITERATURE REVIEW – – – – – – -11

CHAPTER THREE

Research methodology – – – – – – -39
Design of study – – – – – – – -40

CHAPTER FOUR

Presentation, analysis and interpretation of data – -48

CHAPTER FIVE

Summary of findings – – – – – – -60
Conclusion – – – – – – – – -61
Recommendations – – – – – – – -62
Suggestions for further research – – – – -64
References – – – – – – – – -65
Appendix I – – – – — – – – -68
Questionnaire. – – – – – – – -69

MARKETING ELECTRONIC MEDIA IN NIGERIA: A CASE STUDY OP NIGERIA TELEVISION AUTHORITY (NTA) 1986 – 1993