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ABSTRACT
This study was carried at analyzing the effectiveness and problems of
classified advertising in Enugu. The study appraised the use of
classified advertising in Enugu metropolis its perception by the Enugu
audience, its advantages and major set backs. The study also examined
the extent to which classified advertising achieves advertisement
objectives in Enugu and the various opportunities and benefit of
classified advert which media organisation and advertisers in Enugu can
exploit. Finally, the study tried to find out the ethical level of
classified advertising in Enugu metropolis.
To generate answers to
the study two sets of questionnaires were administered. One to the print
media organisations and the other to advertisers and consumers of
classified columns. It was discovered after a detailed analysis. The
hypotheses formulated where tested using chi- square (X2). The sample
size were determining using Topman formular fo advertiser. (Customers)
why senses survey was used for management and relevant staff.
Tompan formula. Z2pq
e2
where
n = sample
z = standard deviation (or the desired 1.96)
and estimated standard error of 5%
Z = 1.96
e = 0.05
p = 0.9
q = 0.9
The sample size (N) was calculated as
n = (2)e (P) (1 – P)
e
n = (1 – 96)2 (0.9 )(1 – 0.9)
0.05
n = (1 – 96)2 (0.9 )( 0.1)
0.05
n = 3.8416
3.0025
n = 138.292
The
data generated through the two sets of questionnaires that classified
advertising is not frequently used by advertisers in Enugu metropolis,
at the same time many users in Enugu metropolis are skeptical about its
operation. The cost of classified advertising was considered by many
advertisers to be moderated when related to other advertisement modes in
Enugu. Also classified advertising was seen to have two major
advantages in the sense that advertisers see it as being relatively
cheap and easy to use.
Other findings made in this study are that
classified advertising in Enugu is mainly used by lower class
advertisers who normally advertise change of name, general goods,
employment, real estate activities and others.
In this order of
frequency. This nullified the initial position held that classified
advertising is used for inconsequential purposdes. The research also
revealed that classified advertising has low readership in Enugu
metropolis and is not a major profit center in the print industry.
Finally, it was observed that classified advertising at present is not
an effective advertising mode in Enugu and that it has low ethical
rating.
Following these finding, the researcher recommended that
print media organisation should present a united front to enlightened
both the masses and advertisers on the operation and users of classified
advertising. To make classified advertising a major profit center,
aggressive marketing of classified column was recommended. Garing
readership was recommended to be made part of the marketing task in the
print business. this will help talkle the general low readership for
classified advertising. On the low ethical relating for classified
advertising, a more formal approach for the verification of claims in
the classified adverts was recommended.
Classified adverts should
also be made more conspicuous by making good use of design elements.
More e of this sort was also recommended to reveal low classified
advertising can be effectively used in Enugu metropolis.
CHAPTER ONE
1.1 BACKGROUND OF THE STUDY
Any one who looks
seriously at today’s business environment in Nigeria will notice
remarkable change, especially in the area of marketing communication.
These changes in marketing communicating have become more like a
revolution with firms placing more emphasis on advertising as a tool for
communicating their marketing massages. Modern marketing calls for more
than developing a good product, pricing it attractive and making it
readily accessible to target customers (Kotler, 1988: 587) companies
must design and disseminate sufficient information through advertising
(Asuguo Vol. 4-6 April June 1995: 11). Advertising is any form of non
personal communication that is transmitted to a given audience through
mass media.
The 1980’s and 1900’s had seen more changes and
development in advertising in Nigeria than had occurred during the
previous years. Advertising tend to represent the economic progress of
societies and in this respect, it ranges from the sophistication of the
industrialized world to the new life style of the developing nations.
Until recently believing in the effectiveness of advertising and
promotion has largely been a matter of faith. (Jefkin, 1991: 17) but
today, many firms are becoming more sensitive in selecting both the
media and the form in which their products are advertised in the
selected media.
In Nigeria, among the most popularly used primary
media are radio, television and the press. The press is one of the
cheapest means of reading a large number of unknown or unidentified
prospective buyer (Jefkin, 1991: 74), whether they be in a town, region
or even the entire country. There are three (3) main way by which one
can advertise in the press – classified advertising display, advertising
and special advertising, for example public notices, political
advertising appears in the classified column of newspapers, magazines
and journals, they are made of words which are brought together to from
copies.
The question now is how effective is this form of
advertising especially in Nigeria? only a thorough understanding of its
application in respect of its relative uses, strength, weaknesses and
other dimensions, can assure appropriate use and spending on it. This is
why it is necessary for practitioners, experts and scholars in
marketing communication to continue carrying out a research studies of
this sort to be sure of its uses and effectiveness.
Again, the
economic recession and deregulation of the economy has eroded the
consumers purchasing power, there by compelling them to be more mindful
to their spending now, more than ever. This has also stimulated
competition for national sales heat up, newspapers and magazine need to
ensure that they remain continually viable by finding other important
ways of revenue generation. This study has there fore become necessary
to examine the operation of classified advertising in Enugu metropolis
to find ways by which it can be used as a variable means of revenue
generation in the press media. The importance of classified advertising,
they are bedeviled by some problems. Thus in this research the
researcher takes a critical look at the effectiveness and problems of
classified advertising in Enugu metropolis.
1.2 STATEMENT OF PROBLEM
Classified advertising
is one of the important methods used by advertisers to create awareness
of goods and services. It s a huge and still largely untapped market,
because newspapers still fail to recognize the opportunities and
potential profits in classified advertising.
The rapid rate at which
small scale firms spring up calls for unexpensive and attractive ways
of communicating massages to the target audience. But a school of
thought believes that classified advertising are used for
inconsequencial adverts. At the same time, there are ambiguities as to
the operation of classified advertising and doubt on its adequacy in
achieving advertising objectives, in the view of this many advertisers
are felt to follow appreciate the role of classified advert, their
target audience, thus this research work. The researcher focused on
finding why the advertisers to have not follow appreciated the method.
Assessing the extend, is the use of this method can effectively reach
the target customers, what possible problems militates against the use
of classified advertising?
1.3 OBJECTIVES OF THE STUDY
The primary
objective of this study is to evaluate the effectiveness and the
problems of classified advertising in Enugu metropolis. Other objectives
are. To evaluate the use of classified advertising in Enugu metropolis.
To determine the effectiveness of classified advertising in relation to
cost and reach.
To determine the extence which classified
advertising creates awareness of goods and services. To examine the
advantages which classified advertising has over other forms of
advertising. Highlight the various opportunities which the media house
can export in classified advertising. To make appropriate
recommendations base on the findings of the study.
1.4 STATEMENT OF HYPOTHESES
Based on the objectives, the following hypotheses were formulated:
Ho1: Advertising does not create customers awareness of goods and services.
Hi1: Advertising create customers awareness of goods and services.
Ho2: Advertising is not an effective mode for advertising in Enugu metropolis
Hi2: Advertising is an effective mode for advertising in Enugu metropolis.
1.5 SIGNIFICANCE OF THE STUDY
This study would
be of benefit to practitioners, experts and scholars in marketing
communication a lot of information on the operation of classified
advertising.
Apart from these groups, media houses in the country
would be provided insight to the strength, weaknesses and opportunities
in classified advertising which they can exploit to increase their
revenue.
The out come of this study will be beneficial to companies,
politicians small scale business, agents, non profit organisation,
government and his general public. For it will help them on how to
effectively make the use of problems and prospect of classified
advertising.
1.6 SCOPE OF THE STUDY
This study only under took an analysis of the effectiveness and problems of classified advertising.
However
in the view of times, money and other constraints emphasis was placed
on newspapers houses in Enugu metropolis with emphasis on advertisers
using classified columns in the selected dates.
1.7 DEFINITION OF TERMS
For easy understanding of this study the researcher defines the following terms.
1.
Target audiences: The marketing communication must identify the target
audience. The target audience may be individuals, groups, or any of the
marketers publics. They may be customer users, deciders or influencers.
The audience determine the content of the massages, the medium and the
timing (Ebue April 2000: 14).
2. Promotion: This is the broad name
for special kinds of sales stimulating activities other than
advertising, personal selling and publicity. It is often thought of as a
special selling incentive. Anything that would more sales incentive.
Anything that would more sales above the existing level is promotion
(Ebue 2000: 7).
3. Marketing: This is management activities
responsible for identifying anticipating and satisfying customer needs
and wants through exchange process. (Ebue 2001: 3).
4. Advertising:
This is define as the non – personal communication of information,
usually paid for and usually persuasive in natures, about products goods
and services. Or ideas by identified sponsor through various media
(Bovee and Arens 1992: 7).
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