THE STUDY OF THE IMPACT OF RADIO ADVERTISING ON THE MARKETING OF CONSUMERS PRODUCTS

THE STUDY OF THE IMPACT OF RADIO ADVERTISING ON THE MARKETING OF CONSUMERS PRODUCTS IN IMO STATE (A STUDY OF JORDAN PRODUCT IN OWERRI MUNICIPAL).

ABSTRACT

This project caption the impact of radio advertising on the marketing of consumes product in Imo state has been written in partial fulfillment of the requirement for the award of Higher National Diploma (HND) in marketing school of business and management technology, federal polytechnic Nekede Owerri Imo State. I cannot say for sure that this is the first write up, be it in term paper, project, etc. But am convinced that I have done a good work with the use of many organization in Owerri municipal.

The topic is very vast that no one can claim that he treated it in all ramification. I have only tried to pierce through the vital points of the topic relevant to the investigation I have made.

The researcher went into the modern method of advertising, the advertising media and various vehicles by which advertiser convey their messages to target groups of prospects.

In chapter one which is the introductory chapter, the researcher discussed part of the above. In chapter two which is literature review, discussed characteristics of radio advertising, advantages and disadvantage of advertising etc.

Chapter three and four centered in research methodology that is the way the research is been carried and data analysis and presentation.

TABLE OF CONTENT

Title page

Approval page

Dedication

Acknowledgement

Abstract

Table of content

CHAPTER ONE

1.0  Introduction

• Background of the study
• Statement of problems
• Objective of the study
• Scope of the study
• Research questions
• Research hypothesis
• Significance of the study
• Limitation of the study
• Definition of terms

References

CHAPTER TWO

2.0  Literature review

• Introduction
• Characteristics of radio advertising
• Advantages of radio advertising
• Disadvantages of radio advertising
• Cost of radio advertising
• The role of advertising agencies
• Advertising media
• Media selection
• Evaluation of radio advertising effectiveness.

CHAPTER THREE

3.0  Research methodology

• Introduction
• Research design
• Sources of data
• Population and sample size
• Sampling techniques
• Determination of sample size
• Validity and reliability of measuring instrument
• Questionnaires distribution
• Method of data analysis

CHAPTER FOUR

4.0  Presentation and analysis of data

• Introduction
• Analysis of questionnaire distribution to consumers
• Analysis of data
• Test of hypothesis

CHAPTER FIVE

5.0  Summary of findings, conclusion and recommendations

• Introduction
• Summary of findings
• Conclusion
• Recommendations

Bibliography

Appendix

CHAPTER ONE

1.0  INTRODUCTION

       According to Bryan Alaspa and Ehow contribution writer radio was first broadcasting medium that became, universally popular. It was only a matter of time before advertisers would take advantages of the format.

Radio comes of age – the very first broadcast occurred in 1906 courtesy of reginal Fessender. The first commercial radio was broadcast in 1922 from radio station WEAF.

The Heyday of radio programming and advertising peaked during the 1930’s and 1940’s. Today radio still earns its money through advertising, although shows are generally no longer sponsored by single advertisers. More so, radio advertising makes its easy for the customers or consumers to be awareness of a product, adopt them and become brand loyal to a particular product.