ABSTRACT
This research is on Advertisers Preferences of Media Channels, Problems, Choice and Reasons (A Comparative Study of Daily Sun Newspaper and Newswatch Magazine). This study is designed to find out the level of preferences of different advertisers towards Daily Sun Newspaper and Newswatch Magazine. This study is divided into five chapters in order to present a coherent work. Chapter one focuses on background of study, Statement of Problem, Purpose of Study. Chapter two focuses on Literature Review and Theoretical Framework. Chapter three focuses on Research Methodology, method and Procedures used in the study. Chapter four deals on Data Presentation and Analysis, while chapter five deals on Summary, Conclusion and Recommendations. What the researcher has in mind is to find out the best channel for advertising. The study proved that Daily Sun Newspaper is more effective in advertising than Newswatch Magazine.
Title page i
Declaration ii
Certification iii
Dedication iv
Acknowledgement v
Table of contents vi
Abstract ix
CHAPTER ONE
INTRODUCTION
1.1 Background of the study 1
1.2 Statement of problems 8
1.3 Objective of study 9
1.4 Research questions 9
1.5 Significance of study 10
1.6 Scope of the study 11
1.7 Limitation of study 11
1.8 Definition of terms 11
LITERATURE REVIEW
2.1 Introduction 15
2.2 Media selection 15
2.3 Theoretical Framework 27
CHAPTER THREE
RESEARCH METHODOLOGY
3.1 Introduction 31
3.2 Research design 32
3.3 Population of the study 32
3.4 Sample size 33
3.5 Sampling technique 34
3.6 Source of data 35
3.7 Instrument for data collection 35
3.8 Validation of instrument 35
3.9 Method of data analysis 36
CHAPTER FOUR
DATA INTERPRETATION AND ANALYSIS
4.1 Introduction 37
4.2 Analysis of demographic data 37
4.3 Discussion of the finding 42
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1 Summary 43
5.2 Conclusion 43
5.3 Recommendation 44
5.4 Recommendation for further studies 45
Reference 47
Appendix 49
Questionnaires 50
