ADVERTISERS PREFERENCES OF MEDIA CHANNEL PROBLEMS, CHOICE, AND REASONS (A COMPARATIVE STUDY OF DAILY SUN NEWSPAPER AND NEWSWATCH MAGAZINE)

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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.

TABLE CONTENTS

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

CHAPTER TWO
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

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ADVERTISERS PREFERENCES OF MEDIA CHANNEL PROBLEMS, CHOICE, AND REASONS (A COMPARATIVE STUDY OF DAILY SUN NEWSPAPER AND NEWSWATCH MAGAZINE)

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