The Role Of Radio Advertising On The Marketing Of Goods And Services In Kwara State.

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Advertisement definitions are numerous as the number of advertisement we have on our mass media. If you ask the question “What is advertising”? The commercial you saw or heard last readily comes to mind.

The topic of the research work is “The Role of Radio Advertisement on the Marketing of Goods and Services in Kwara State in essence, we would be talking about the role of radio advertisement plays on the marketing of the goods and services in the country and in Kwara State in particular.

TABLE OF CONTENTS

Title Page

Certification

Dedication

Acknowledgement

Table of contents

CHAPTER ONE

1.0  Introduction

1.1  Background of the Study

1.2  State of the problem

1.3  Aims and Objectives of the Study

1.4  Significance of the Study

1.5  Scope of the Study

1.6  Limitations and Constraints to the Study

CHAPTER TWO

2.0  Literature Review

2.1  Meaning of Advertising

2.2  Types of Advertising

2.3  Meaning of Radio Advertisement

2.4  Types of Radio Advertisement

2.5  Important of Radio Advertisement

2.6  Ways and Styles of Writing Radio Advertisement

2.7  Goods and Services Advertisement

2.8  Effectiveness of Radio Advertisement

2.9  Formulation of Hypothesis

CHAPTER THREE

3.0  Research Methodology

3.1  Population of the Study

3.2  Method of Gathering Information

3.3  Data Treatment Techniques

3.4  Sources of Data to be collected

3.5  Administration of Questionnaire

CHAPTER FOUR

4.0  Summary

4.1  Conclusion

4.2  Recommendation

Reference

CHAPTER ONE

1.0  INTRODUCTION

Radio is a source of communication which serves as a link between the producer and the consumers. Such link includes informing and persuading the consumers about the introduction of new products or an existing one into the market.

Radio medium is an advertising tool that can be used for so many purposes such as: educating, entertaining and encouraging intercommunication between the different segments of the society.

If radio also helps in communicating to the market, the availability of a new product and service, then it is of utmost importance of one of the advertising media for such purposes which radio happens to be part.

Advertising media consists of anything which can be used to convey and advertise message to the desired target market.

Radio as a medium can be reckoned with as a result of its advantages on other media such advantages includes:

1. a) There is the influence of human voice therefore, little efforts is required to absorb sales messages.
2. b) Radio is more accessible to consumers than any other medium.
3. c) Radio advertisement is cheaper than any other medium
4. d) There is mobility of medium almost everywhere and can be listened to while doing some other work.

In summary the broadcasting media which radio happens to be part is a medium of advertisement aimed at the mass population and it is called mass media.

In the body of the research work we would be analyzing the impact of radio advertisement has on the marketing of goods and services in Kwara State with particular reference to Radio Kwara.

1.1BACKGROUND OF THE STUDY

The Kwara State Broadcasting Corporation, Ilorin with broadcasting identification Radio Kwara started broadcasting service in Ilorin in 1956 as a relay station. It was then known as Provincial Broadcasting House. The ¼ kilowath (kw) medium wave transmitter was then used to cover only about 8 kilometer radius of Ilorin.

However, Kwara State Broadcasting Corporation as constituted today, formally came in to being with the enactment of the Kwara Edict No 3 of 1979 but with retrospective effect for April 1^st, 1978.

On the creation of the state in 1967, a master plan was drawn up and approved for the country as to the number and capacity of transmitter and mode of transmission to be sited in each location. Owing to the topography of Kwara State it was decided that it should be covered with both medium and short wave transmitter.

In 1974, construction work started on the modern studio broadcasting house, the 10kw short wave and 2ow medium wave transmitting station sites. These facilities were put in use as from 19^th December, 1976. However, following the directive of the Federal Government, the short wave transmitter was closed down in 1978.

On 1^st April 1978 in compliance with Federal Government directive which transferred all Radio Nigeria Station in State to their respective host state. The formal handing over of the station by NBC to Kwara Government was performed by Mr. Horation Agedeh of Federal Radio Corporation, Lagos on 5^th September, 1978. All existing staff then were given the option of either staying with the corporation or going to the Federal Radio Corporation those who opted to stay were retained.

At the time of table over by the State Government, this station had a broadcasting house situation at the present premises transmitting station located at Apata Yakuba, Along Jebba Road, Ilorin. It then had two 10kilowatt medium wave transmitters and 10 kilowatt short wave transmitter at Apata Yakuba Station. The two inherited 10kw transmitter were very old. In fact, only on of them was working satisfactorily at the time of take over in 1978.

In 1984, the Federal Government boosted the transmitting capacity of Radio Kwara through the directive that transferred the Federal Radio Station in Ilorin to Kwara State Government. The station then had two 50kw medium wave transmitters at Budo Efo. With this development, the State Government approved the recommendation of the Corporation to install the four imported 109kw medium wave transmitters in the fringe areas of the Kwara State for effective coverage. Two of them were installed at egbe, one at New Bussa (Now in Niger State). All the time booster station were completed and commissioned.

Efforts to resuscitate the station between 200 and 2012 resulted in the provisions of a new tower mast and a 50kw Thomcast transmitter to restore normal transmission. In spite of the effort by Alhaji Muhammed Lawal’s administration, the transmitter remained insufficient. However, the Government of Dr. Bukola Saraki, on assumption of office in May, 2003, set the ball rolling to renovate the station with award of contract for the provision of modern studio equipment and additional 50kw Harris transmitter for the transmission totaling over N300,000,000.

The singular development has made Radio Kwara not just one of the few radio station with installed digital studio in Nigeria but one of the First Stations in Nigeria, to comply with the global directive one conversation from analysis broadcasting of digital broadcast.

The cardinal functions of Radio Kwara is to educate, entertain and inform people of what is happening around them.

1.2  STATEMENT OF THE PROBLEMS

Most of people in business have been criticized many times, because of the vast amount of money they spend on telling consumers about their products. The feelings expressed is that advertising add to the price of goods and services and that with less advertising savings will accrue to the consumer. However, to advertise is to inform the public what you have to sell. The question now is will radio advertising increase the level of sales of goods or services? Another is to find out the influence radio advertisement has on the purchase action of consumers

The research work is also to analyze the effort and to know the types of goods and services advertised on Kwara State Broadcasting Corporation (Radio Kwara) and to know the Impact of such product and services have on the business community.

1.3AIMS AND OBJECTIVES OF THE STUDY

This research work would bring out the result of the survey of the role of radio advertisement on the marketing of goods and services in Kwara State.

The main aim and objective of the study is to ascertain how radio advertisement has been able to influence the purchase decision of consumers. Other aims and objectives are:

• a) To make some positive contributions to the impact radio advertisement has on marketing of goods and services in Kwara State.

• b) To identify the problems hindering the smooth running of radio advertisement and find out the main causes of problems so as to give reasonable suggestion to solve problems if any.

• c) To survey into operations and roles played by Radio Kwara as an advertising tool.

• d) To highlight the prospect of radio advertisement to both the society and business enterprises.

• e) Proffer recommendation as to how radio advertisement would enhance sales and brand loyalty.

1.4  SIGNIFICANCE OF THE STUDY

Basically, radio advertisement is one of the most important channels of communication and its can be very effective and influence consumers buying habit. However, the study is very significant to Kwara State economy in the promotion of commercial ventures, this could be in form of advertisement, publicity and public relation activities.

Radio covers a wider area hence many business organizations use the opportunity to advertise their goods and services through this channel so as to reach their target market. Radio advertisement is relatively cheaper as compared to what is attainable in other media sources.

1.5  SCOPE OF THE STUDY

The scope of this study covers the role of Radio Advertisement on the marketing of goods and services in Kwara State using Kwara State Broadcasting Corporation, Kwara Radio as a case study.

Territorial scope of this project deals with consumers advertising product in Radio Kwara and other broadcasting industries in Ilorin metropolis.

Industrial scope implies specification of the industry of the study , therefore, this research work deals with broadcasting industries such as Radio Kwara, Mainland FM, and Harmony FM etc. This research work focuses on Radio Kwara, Apata Yakuba, Ilorin, Kwara State.

The time scope in the periodic depth of the research therefore, covers eight months that is between October 2012 and June

1.6  LIMITATION AND CONSTRAINTS OF THE STUDY

One of the major constraints encountered was how the information will be well arranged so that the listeners will understand what they are talking about. In this situation, the workers of Radio Kwara will have to use their time to work hard on the information that they want to pass to the listeners by doing this, they will have to consult series of textbooks and if there is any language that is laid to pronounce, they have to divert it to a simple form so that it will be well understand by the listeners.

Finance is another major bottleneck of the researchers the researcher intended to get to some villages in the Republic of Benin where the station has a number of listeners but due to the scarcity of fuel in Kwara State that is why the researcher cannot reach the place they intended to go for the village also to know about their services.

Time is also major of the researcher, the researcher have to use their time to gather any information given to them so that there will not be any confusion during the process of presentation.

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