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Television advertising has traditionally been purchased on the basis of programme audience measures. These metrics are used both to select the programmes in which to advertise and to negotiate the rates for huge sums of money in advertising spending. While measures of the programme audience are appropriate for marketers considering branded entertainment (i.e., product placement), programme ratings have shortcomings in advertising planning. Chief among them is the discrepancy between measures of the audience with the opportunity to see the programme and measures of the audience with the opportunity to see the programme’s commercial breaks. Advertisers are not primarily concerned with programme audiences but rather with the audience that particular commercials may reach. According to Poltrack (2006), “the relationship between program audiences and commercial audiences was found to be very stable over time and by programme.” If this is the case, established programme audience measures may be effective proxies for the potential commercial audience. As such, media planners and their clients can simply use these metrics to choose programmes in which to place commercials. However, the appropriateness of programme audience measures for such decisions is more tenuous if the relationship between viewers’ opportunities to see programmes and their opportunities to see commercial breaks varies significantly across programmes or within a given episode. Steinberg and Hampp (2007) also report that programme audiences may be approximately 5%–10% higher than potential commercial audiences. If the price charged for advertising is based on the average programmes audience, this discrepancy effectively increases the cost of reaching a given number of viewers.
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SIMILAR MASS COMMUNICATION FINAL YEAR PROJECT RESEARCH TOPICS
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1. COVERAGE OF FOREIGN NEWS BY NIGERIAN MEDIA: A CONTENT ANALYSIS OF SELECTED NEWSPAPER
» CHAPTER ONE INTRODUCTION 1.1 BACKGROUND OF THE STUDY One of the major areas of inequality and dependency in the existing information order lies in the...Continue Reading »Item Type & Format: Project Material - Ms Word | 52 pages | Instant Download | Chapter 1-5 | MASS COMMUNICATION DEPARTMENT
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2. EVALUATION OF NEWSPAPER COVERAGE OF PINK PEARL FOUNDATION BREAST CANCER CAMPAIGNS IN SOUTH-SOUTH NIGERIA
» Abstract Breast cancer as a scourge has become a global issue and its threat has led to a growing consciousness among women who are potential victims....Continue Reading »Item Type & Format: Project Material - Ms Word | 90 pages | Instant Download | Chapter 1-5 | MASS COMMUNICATION DEPARTMENT
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3. NEW MEDIA ADVOCACY AND THE CHALLENGE OF AUTHENTICITY: A STUDY OF YOUTUBE
» CHAPTER ONE INTRODUCTION 1.1 Background To The Study Conventional and traditional advocacy has in recent decades relied on the mass media as a tool fo...Continue Reading »Item Type & Format: Project Material - Ms Word | 70 pages | Instant Download | Chapter 1-5 | MASS COMMUNICATION DEPARTMENT
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4. ANALYSIS OF THE FLOW OF COMMUNICATION. CASE STUDY, PEACE FM , MAIDUGURI
» CHAPTER ONE INTRODUCTION 1.1 BACKGROUND TO THE STUDY Communication flow is a means of bringing about change. It is the mainstream of any organization ...Continue Reading »Item Type & Format: Project Material - Ms Word | 52 pages | Instant Download | Chapter 1-5 | MASS COMMUNICATION DEPARTMENT
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5. ASSESSMENT OF THE ROLE OF TV/MEDIA IN REBRANDING NIGERIA
» ABSTRACT The study examines the role of the teacher in classroom management. The population of the study consist of the entire teachers of Rimi Colleg...Continue Reading »Item Type & Format: Project Material - Ms Word | 52 pages | Instant Download | Chapter 1-5 | MASS COMMUNICATION DEPARTMENT
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6. CUSHIONING THE EFFECT OF CULTISM IN NIGERIA TERTIARY INSTITUTION
» CHAPTER ONE 1.1 INTRODUCTION Cult according to the longman dictionary of contemporary English is the group of people believing in a particular system ...Continue Reading »Item Type & Format: Project Material - Ms Word | 30 pages | Instant Download | Chapter 1-5 | MASS COMMUNICATION DEPARTMENT
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7. THE IMPACT OF USING CELEBRITIES IN TELEVISION ADVERTISEMENT
» ABSTRACT The focus of this work is on the impact of using celebrities in television advertisement. Thus to ascertain whether celebrities in adverts en...Continue Reading »Item Type & Format: Project Material - Ms Word | 57 pages | Instant Download | Chapter 1-5 | MASS COMMUNICATION DEPARTMENT
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8. A STUDY OF BROADCAST PROGRAMMES ON DEVELOPMENT: CASE STUDY OF KBC RADIO TAIFA.
» ABSTRACT This study on mass media in the promotion of government policies in Nigeria was conducted to determine the contributions of mass media resear...Continue Reading »Item Type & Format: Project Material - Ms Word | 107 pages | Instant Download | Chapter 1-5 | MASS COMMUNICATION DEPARTMENT
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9. MANAGING A STAGE PLAY WITH LIMITED RESOURCES: A CASE STUDY OF AKAN BY CHRISTIAN JESSE
» ABSTRACT Stage play production management is an area in theatre that most people shy away from due to a perceived lack of funds.[EA1] In view of this,...Continue Reading »Item Type & Format: Project Material - Ms Word | 52 pages | Instant Download | Chapter 1-5 | MASS COMMUNICATION DEPARTMENT
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10. RADIO LISTENERSHIP PATTERN AMONG MARKET WOMEN (A Case Study of Gbaji Market Women, Ibadan and Obada Women Market, Iree)
» ABSTRACT This project has been written to help the reader or students especially students of mass communication to have a better understanding on the ...Continue Reading »Item Type & Format: Project Material - Ms Word | 38 pages | Instant Download | Chapter 1-5 | MASS COMMUNICATION DEPARTMENT