Above-the-line advertising media and consumers awareness of selected cable TV networks in Calabar Metropolis, Cross River State- Nigeria

Glory Sunday Etim,Effiom Effiom Inameti

doi:10.4314/gjss.v16i1.6

Abstract

The study deals with “above-the-line advertising media and consumers awareness cable TV networks in Calabar metropolis”. The specific objectives were to determine the effect of radio advertising on consumers’ awareness of cable TV networks in Calabar metropolis and to examine the effect of billboard advertising on consumers awareness of cable TV networks in Calabar metropolis. Two research hypotheses were formulated and tested for the study. The social penetration and cognitive balance theories were used in the study. Sample size of four hundred was drawn from the population of three hundred and seventy thousand nine hundred and seven consumers using Taro Yamane formula. The instrument was face validated while reliability of the instrument was determined by split-half method and tested by Pearson correlation with the use of SPSS version. Data treatment technique used was simple regression statistical tool with the aid of SPSS version 23. The study concluded that radio and billboard advertisings create positive consumers awareness of cable TV networks in Calabar metropolis. The study recommended that cable TV networks should introduce sponsored radio programmes on local radio stations in Calabar. This will help to increase listenership and as a medium of reminder, awareness, education and persuasion to present and intended consumers to patronize the products.

Highlights

The media consist of the channels through which advertising messages are transmitted to target markets or audiences
1.3 Objectives of the study The main objective of this study was to determine the effect of above-the-line advertising media on consumer awareness of cable tv networks in Calabar metropolis
Trade by barter was the foremost form of exchange of products while advertising was manifested by the display of goods which sought to inform customers of what was available for exchange

Summary

Introduction

The media consist of the channels through which advertising messages are transmitted to target markets or audiences. Media to advertising is like product to marketing, this is largely in essence that without awareness product exchanges cannot take place. The above-the-line consists of the mass media through which an advertiser can reach heterogenous markets that are scattered in place and time, and cannot be reached through belowthe-line media. In penetration theory opines that the process of relationship takes place primarily through selfhis account, Sambe (2005), draws market message in reverse to olden Egyptians by the openness and nearly mature if the persons continue with a constant and decent manner through ordinary to friendly stages about exchange in terms of duty in these actual and expected results. Trade by barter was the foremost form of exchange of products while advertising was manifested by the display of goods which sought to inform customers of what was available for exchange

Objectives

Methods

Findings

Conclusion