MARKETING ELECTRONIC MEDIA IN NIGERIA: A CASE STUDY OP NIGERIA TELEVISION AUTHORITY (NTA) 1986 - 1993
MARKETING ELECTRONIC MEDIA IN NIGERIA: A CASE STUDY OP NIGERIA TELEVISION AUTHORITY (NTA) 1986 - 1993
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Date
1994-06
Authors
OTUOZE, JIMOH AJAYI
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Abstract
In a national system of Electronic Media, people wish
to base a choice between alternative modes of media
communication services upon the consideration for quality of
service and cost of obtaining it.
This work is an attempt to look at the marketing
activities of the Nigeria Television Authority vis-a-vis
privately owned stations. The study intends at identifying
those marketing problems that militate against the survival,
successful and profitable operation of NTA. To attract
patronage, the Nigerian Television Authority must be up to
date with its marketing strategies, it must be efficient,
effective and economical in all its dealings. It means that
the operation of NTA must be attractive, regular and
dependable to enable them remain in the market, develop new
market and recapture old and new ones.
To carry out this work successfully, questionnaire and
interview were used. Facts were gathered from respondents
and analysed. The writer found out that the current
marketing orientation of NTA leave much to be desired.
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Therefore, the marketing directors should make up to its
responsibilities, narrow view of the marketing intelligence
and research system should be improved upon.
The importance of Nigeria Television Authority in
national development cannot be over-emphasized, and the
potential services offered by NTA as compared to other modes
are technically numerous i.e. cost, quality of service,
coverage and employment. One would, therefore, expect the
Nigerian Television Authority to market its services to
match the advantageous features of Electronic Media and to
carry out its operation so as to develop these features to
the full.
The findings of this project is concluded by giving
some recommendations on how best to improve on the
effectiveness of the marketing operation under the present
economic conditions.
Description
A PROJECT SUBMITTED TO THE POST-GRADUATE SCHOOL, AHMADU
BELLO UNIVERSITY, ZARIA, IN PARTIAL FULFILMENT OF
THE REQUIREMENTS FOR THE AWARD OF THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATION (MBA)
Keywords
MARKETING, ELECTRONIC, MEDIA, NIGERIA, CASE, STUDY, NIGERIA, TELEVISION, AUTHORITY, 1986 - 1993