TABLE OF CONTENTS
Fly Leaf
Title Page – – – – – – – – – i
Certification – – – – – – – – ii
Dedication – – – – – – – – – iii
Acknowledgement – – – – – – – iv
Table of Contents – – – – – – – – v-vii
List of Tables – – – – – – – – viii
List of Appendix – – – – – – – – ix
Abstract – – – – – – – – – x
CHAPTER ONE
INTRODUCTION
- Background of the Study – – – – – – 1-3
- Statement of the Problem – – – – – 4
- Objectives of the study – – – – – – 4
- Research Questions – – – – – – 5
- Scope of the Study – – – – – – 5
- Limitation of the Study – – – – – – 6
- Significance of the Study – – – – – 6
- Definition of Terms – – – – – – 6-7
CHAPTER TWO
REVIEW OF RELATED LITERATURE
- Introduction – – – – – – – 8-9
- Functions of Advertising – – – – – 10
- Advertising and the Radio Medium – – – – 11-12
- How Advertising Works – – – – – – 12
- Background of AKBC – Radio – – – – – 13
- Theoretical Framework – – – – – – 14
- Review of Studies – – – – – – – 14-16
CHAPTER THREE
RESEARCH DESIGN AND METHODOLOGY
- Introduction – – – – – – – 17
- Research Design – – – – – – – 17
- Population of the Study – – – – – – 17-18
- Sample and Sampling Procedure – – – – 18
- Instrument of Data Collection – – – – – 19
- Method of Data Presentation and Analysis – – –
CHAPTER FOUR
DATA PRESENTATION, ANALYSIS AND
DISCUSSION OF FINDINGS
- Data Presentation and Analysis – – – – – 20-29
- Discussion of Findings – – – – – 29-30
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATIONS
- Introduction – – – – – – – 31
- Summary – – – – – – – – 31
- Recommendation – – – – – – – 32-33
References
Questionnaire
ABSTRACT
This study was on The Influence of AKBC – Radio Programme “Market Guide” on the shopping decisions of residents of Uyo Local Government Area. It objective were to ascertain whether residents of Uyo Local Government Area listen to the programme; ascertain why they tune into the programme; and ascertain if they applied information gained from programme in their shopping decisions. A survey research design was used to generate data which were gotten through the questionnaire. Philip Mayer guide was used to sample 380 respondents. Findings indicated that the residents listen to the programme with a view in getting market oriented information which they also apply in their shopping decisions. It is recommended for Saturday morning prime time when most families can listen to it at their breakfast table. Also it will be useful for both male and female talents to co-host the programme to create variety and enhance programme dynamism.
CHPATER ONE
INTRODUCTION
- Background of the Study
The mass media have always been crucial in the social matrix of societies and nations. Apart from the traditional responsibilities of informing, education and entertaining in the society, media also help in the promotion of immediate and ultimate aims of individuals and the society. Also not to be discountanced is the stimulation of personal choice and aspiration. The media help in fostering individual and community activities geared towards achieving set goals. They help in shaping peoples’ attitudes, influencing decisions towards certain activities.
Edeani (1993) observes that the mass media are social institutions meant to foster development, transfer and sustain cultural values norms and standards for the purpose of having a equalitarian society. And the media tend also to affect individuals lives through the numerous programmes which have several implications for the lives of people in the society.
Among the numerous mass media channels, radio seems to be very influential and very effective in carrying or transmitting information from the source of communication to the receiver. Radio penetrates into the inner rooms of its audience and acts as companion while disseminating information to its listeners.