ASSESSING THE IMPORTANCE OF ADVERTISING TO THE PUBLIC BROADCAST STATION IN NASARAWA STATE FOCUS PRECIOUS FM LAFIA
This study assessed the importance of advert to public radio station in Lafia Nasarawa state It is a survey research employing descriptive research design of the survey type, the instrument used to collect data was questionnaire. The sampled population was one hundred and twenty residents of Lafia 120 were selected to participate in the study using simple random sampling technique while the collected data was analysed using tables, bar chart, simple percentage and frequency count, mean and standard deviation. The findings revealed that radio is the most important instrument in information advertisement because it reaches larger percentage of the people irrespective of their location; it promotes the level of awareness of the people on sociopolitical and economic issues and it also enable people to be adequately informed about programmes and activities of the government. The cost of accessing information through radio is not expensive as shown by the study while that of internet, satellite and cable television were expensive. Radio was mostly used to access information followed by mobile phone, television, newspaper, social network, satellite and cable television followed by the internet. The three major problems facing the residents of Lafia in accessing information were poor television signals, high cost of purchase, installation and subscription of satellite television and many cannot afford the cost of internet connectivity. It was concluded that more need to be done to improve the quality of advert in the public radio sector.
Information is very important in any society it is a veritable tool in the realization of individual, corporate and societal objectives or goal. Goldfarb 2006 opined that information is a valuable resource required in any society; thus acquiring and using information are critical and important activities. Users of information use it for different reasons. Some use it for health; others use it for advancement in knowledge, others for politics. Issac 1997 cited Muhammad, 1994 opined that it is a vital resource which provides impetus for a nation social, cultural, spiritual, political, economic, scientific and technological advancement greater sociopolitical equity; efficient governance, power and fellowship. Thus, one can rightly infer from above that information has always played an important role in human life; hence a basic human need.
Information means different things to different people, some it may be in form of news on radio or television, and the print media, to some it may be a medical report which may be used for taking health decision, to an investor, financial report of an organization as a vital information to decide whether to stake ones investment in such or to divest, to some is the stock analysis and daily trading in the stock market. To law enforcement agents information to them is a tool to carry out thorough investigation and absence of the timely and uptodate information and lead to loss of life and properties. Information is now accepted as an important factor in the sustained development of any society because it reduces uncertainty, and enhances awareness of possible actions to take to solve problems. Lack of information is argued to act as a barrier to development because of importance of information provision in capacity building and empowering communities Apata and Ogunrewo, 2010 cited Wakelin amp; Simelane, 1995 and Adimorah, 1995
Information needs, accessibility, utilization is being dictated by circumstances man finds himself.
The environment that people interact with from the cradle of civilization portends serious challenges to man in the process of achieving his daily goals and objectives in the areas of economic, social, cultural and spiritual wellbeing. Information itself is not mobile but needs a vehicle of advertisement from one man to another and from one distance to another. Issa 1997 affirmed that information has to be widely disseminated regardless of whether one is an urban or rural inhabitant. The medium of this advertisement could be called a channel. Channels of information communication are interpersonal man to man through signals, signs, beckoning, language, and eye contact, town criers most especially in the primitive days and in villages.
Advancement in technology has made it possible for human being to communicate easily irrespective of geographical location through the aid of telephones, telegram, fax, radiophone, television, email, telex, internet, intranet, computer etc.
Popoola 2009 asserts that information is a critical economic resource when utilised is capable of increasing the knowledge state of an individual in decision making. Information is a processed data that assists individuals and managers in taking the right decisions to enhance and improve job productivity amidst the above listed information products and services. This study intends to lay emphasis on the place of transistor radio among other channels of information advertisement in Lafia, Nigeria.
1.1.STATEMENT OF THE PROBLEM
Advent of radio have tremendously transformed the way information is disseminated, prior to its invention, people most especially in primitive Africa society had their peculiar way of advertising information such as the use of town criers and assembling people in strategic locations in the village such as market square to disseminate information to them. In primitive Nasarawa society, different signs and objects were used to disseminate information. Colonial masters brought radio to ease their administration and ever since it has been to pass information from government to the citizen and people use it to disseminate social and religious programmes because of its capability to reach large audience. Advancement in information and communication technology has brought other means of information advertisement such as television, internet, mobile phones, fax, telex, telegram among other. The question is, with this mirage of means of advertising information; how relevant is radio and what are its importance in the public station advertisement.
1.3 OBJECTIVES OF THE STUDY
The objectives of this study are to:
- Find out the significance of transistor radio in information advertisement;
2. Educate the masses that information is very cheap and affordable to everybody;
3. Investigate the most available, accessible, affordable and usable means in providing access to information to the residents of Lafia and;
4. Identify problems encountered in accessing information using these media and the possible solutions.
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