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PROJECT TOPIC- DOMINANT ADVERTISING FORMATS IN THE NEWS PAPERS. A CONTENT ANALYSIS OF THE DAILY SUN AND THE GUARDIAN NEWSPAPERS

PROJECT TOPIC- DOMINANT ADVERTISING FORMATS IN THE NEWS PAPERS. A CONTENT ANALYSIS OF THE DAILY SUN AND THE GUARDIAN NEWSPAPERS

 

ABSTRACT

With the emergence of big and small scale business enterprises that produce goods and services; and desiring to advertise their goods and services in newspaper, the need to know the dominant advertising format in newspaper became pertinent. This study centred on the dominant advertising formats in the newspapers. A content analysis of the Daily Sun and The Guardian newspapers. The sample size was 300 respondents, who were readers of Daily Sun and The Guardian. Structured questionnaire was used in order to gather data. A total of 270 copies of structured questionnaire were returned. 20 copies were not returned while 10 copies were mutilated. The findings reveal that 120 respondents representing 44.44% believed that the dominant advertising format in Daily Sun and The Guardian is Ear piece; 100 respondents representing 37.05% believed that it is half page; 30 respondents representing 11.11% believed that it is quarter page; while 20 respondents representing 7.40% believed that it is centre spread. The Daily Sun and The Guardian editors should package the advertisement content of the paper properly in order to make it exciting; attractive and creating brand loyalty.

CHAPTER ONE
INTRODUCTION

1.1 Background of The Study

Advertising originated from the Latin word, “Advertere” which means, “to turn the mind towards”. Advertising as a persuasive communication can be used to turn the minds of potential customers toward a product, service, idea, movement, opinion, cause or any fad or fashion or even to get people to consume less of a particular product or service. Advertising gets to us through various media of communication. These include: radio, internet, cinema, magazine, billboard, poster, television, newspaper etc.
The attention of consumers is arrested and held when an advertising that commands special interest is displayed. Advertising has the task of putting products pictures in the minds of consumers. The tactical advertising approach is to focus on the use of the products through the physical features including the efficacy or actual work effectiveness and economic interest that can appeal strongly to the eye senses, especially by demonstration on billboards, television presentations and display on the pages of newspaper.
Some scholars had laid complaint against advertising that it manipulates defenseless and gullible consumers to buy many products which they actually do not need or which they
can ill afford. In a similar vein, it is accused of promoting materialism which has become a deadly malaise in our society. Defenders of advertising respond with the alibi that it does not have the power to compel people against their wishes and so cannot be guilty of creating demand for goods not actually needed by consumers. On the question of materialism, they argue that advertising cannot and does not create needs but only arouses latent ones by making people realize the different ways in which they can satisfy their needs.
The advances in education had made literacy to progress and more and more people are able to buy newspaper. Hence, the advert of newspaper and its presence in readers’ daily lives have been one of the major features of the contemporary world. Newspaper attempts to attract readers with a variety of tactics. Changing their look, producing more lifestyle feature, and writing shorter, snappier stories are a few examples.
Newspaper is different from other industries because of the special nature of its activity. It is through the newspaper that symbolic culture is communicated, through it, societal values and ways of making sense out of everyday’s live and culture are disseminated.
Thus, newspaper plays increasingly valuable role in explaining, interpreting and commenting upon events in society, especially when debates on major social objectives or national affairs are taking place that require expanded analysis as opposed to straight forward reporting. Fortunately, electronic newspaper has emerged over the past few years,

PROJECT TOPIC- DOMINANT ADVERTISING FORMATS IN THE NEWS PAPERS. A CONTENT ANALYSIS OF THE DAILY SUN AND THE GUARDIAN NEWSPAPERS

 

and today, almost all the major newspapers have electronic versions of their publications and those that do not, are in the process of acquiring. Electronic papers are not papers in the literal sense, they range from plain texts to more sophisticated programmes that offer graphic displays. In USA, many newspapers can be accessed and read through commercial online services as America online (AOL); New York Times and Chicago Tribune.
Also, a growing number of newspapers are available on the Internet. In Nigeria, it is possible to read the previous day’s edition of the Daily Sun and The Guardian on the Internet. The possibility of readers reading newspapers on computers has led some people to believe that newspaper may become irrelevant. This, however, seems far-fetched and impossible now or in the foreseeable future.
The newspaper advertising formats are the advertisement formats seen on the pages of newspaper which include: centre spread, full page, front page, back page, half page, quarter page, ear piece etc. these are used to determine the space that will be given to advertisement on newspaper pages.

1.2 Statement of the Problem

Advertising is accused of being wasteful since the heavy advertising embarked upon by different competing firms tends to cancel out. The basic contention in this regard is that
more is spent on advertising than what is needed to provide consumers with useful information about the product and also, advertising is accused of encouraging monopoly since large firms use it as a monopoly. They also use it as a weapon for competing smaller ones out of business. In view of this, does the society need advertising? Is advertising wasteful? Does advertising create monopoly and encourages materialism?
With the emergence of big and small scale business enterprises that produce or offer goods and services, and desiring to advertise their goods and services on newspaper, the need to know the advertising formats on newspaper becomes pertinent and important to answer the following questions:-
What advertising formats appear on the pages of newspaper? Can such advertising formats influence the consumers to patronize a given product?
These various types of advertising formats have different effects on the target audience take for instance, centre spread format shows emphasis on given goods and services.
Today, the numerous newspaper advertising formats which are sponsored by various business organizations have necessitated the need to know if these adverts put the picture of any product in the minds of the target consumers. The potential consumers and other publics could be easily converted through the product information stored in their
memory from the advertising messages. The positioning of any product is done in the mind of the consumers for that is where the memory of the product features resides. The only weapon for retentive memory is the advertising messages.

1.3 Objectives of the Study

The objectives of the study include:
i. To determine the dominant advertising format in Daily Sun and The Guardian newspapers.
ii. To compare the prices of different formats in the two dailies.
iii. To find-out which of the dailies is mostly patronized.
iv. To know the factors that lead to the choice of different formats.
v. To ascertain the extent of the newspapers readership among the consumers.

PROJECT TOPIC- DOMINANT ADVERTISING FORMATS IN THE NEWS PAPERS. A CONTENT ANALYSIS OF THE DAILY SUN AND THE GUARDIAN NEWSPAPERS

 

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