ANALYSIS OF THE PROBLEMS AND PROSPECTS OF CLASSIFIED ADVERTISING IN ENUGU METROPOLIS
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ANALYSIS OF THE PROBLEMS AND PROSPECTS OF CLASSIFIED ADVERTISING IN ENUGU METROPOLIS
Chapter One
1.1 Background of the study.
Anyone who examines today’s business climate in Nigeria will note significant changes, particularly in the area of marketing communication. These developments in marketing communication have become more of a revolution, with businesses emphasising advertising as a method for delivering their marketing messages.
Modern marketing requires more than just creating a good product, pricing it attractively, and making it easily accessible to target customers (Kotler, 1988: 587). Companies must also design and communicate enough information through advertising (Asuguo Vol. 4-6 April June 1995: 11). Advertising is any sort of non-personal communication that is broadcast to a specific audience using mass media.
The 1980s and 1900s saw more change and progress in Nigerian advertising than the previous years. Advertising often represents a society’s economic advancement, ranging from the sophistication of the industrialised world to the new lifestyles of emerging countries.
Until recently, believing in the efficacy of advertising and promotion was primarily an act of faith. (Jefkin, 1991: 17), however many businesses are growing more concerned with both the medium and the format in which their products are advertised in the chosen media.
Radio, television, and the press are among the most prominent forms of primary media in Nigeria. The press is one of the least expensive ways of reading a huge number of unknown or identifiable prospective buyers (Jefkin, 1991: 74),
whether they live in a town, region, or even the entire country. There are three (3) main ways to advertise in the press: classified advertising display, advertising, and special advertising.
For example, public notices and political advertising appear in the classified column of newspapers, magazines, and journals; they are composed of words that are copied.
The question is now, how effective is this style of advertising, particularly in Nigeria? Only a complete grasp of its use, including its relative uses, strengths, shortcomings, and other factors, can ensure optimal use and expenditure on it.
This is why practitioners, specialists, and scholars in marketing communication must continue to conduct research studies of this nature to ensure its usefulness and effectiveness.
Again, the economic slump and deregulation of the market have decreased consumers’ purchasing power, forcing them to be more watchful of their spending now than ever. This has also increased rivalry for national sales; newspapers and magazines must safeguard their long-term viability by identifying new revenue streams.
As a result, this study is required to investigate the operation of classified advertising in Enugu metropolitan in order to identify methods in which it can be employed as a variable source of revenue production in the press media.
Classified advertising is important, but it is plagued by some issues. Thus, in this study, the researcher examines the effectiveness and issues of classified advertising in the Enugu metropolitan area.
1.2 Statement of the Problem
Classified advertising is one of the most essential strategies advertisers use to raise awareness of their products and services. It’s a massive and mostly unexplored sector, as newspapers continue to overlook the prospects and potential earnings in classified advertising.
The growing proliferation of small-scale businesses necessitates low-cost and appealing methods of communicating messages to the intended audience. However, one school of thought says that classified ads are utilised for insignificant advertisements.
At the same time, there are ambiguities about the operation of classified advertising, as well as doubts about its efficacy in attaining advertising objectives; as a result, many advertisers are believed to value the function of classified advertising in reaching their target audience, which is why this research is being conducted.
The researcher sought to determine why the advertisers did not like the method. Assessing the extent to which this strategy can effectively reach the target clients, and what potential drawbacks exist for using classified advertising?
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