DISCOURSE STUDY ON RADIO ADVERTISEMENT (A CASE STUDY OF ROYAL FM ILORI)

CHAPTER ONE

INTRODUCTION

1.1      Background of the study

Advertising power goes beyond the selling of goods, it promotes a consumer life style, a global culture that centers on material things. According to the Encyclopedia, American (204) Advertising began around 3200 BC when the Egyptian stenciled insertion the names of kings on temple being built. Later they wrote run way slave enouncement on Papyrus sign boards were placed outside doors in Greece and Egypt around 1500 BC perhaps the most important event in history of advertising was the printing of the Gutenberg Bible about 1450 to 1455. The first time that western man used the principle of moveable type in about 1477 in London, the first printed advertisement in English announced a prayer book sale the first newspaper advertisement appeared on the back paper of in London newspaper in 1625.Advertising has since then been seen to help in economic development in ways of creating jobs sponsoring sports, and the art helps to provide affordable media which encourages competition improves product keep price low and enable people to make informed buying choices Eluwa (2005: 44).In radio advertising, radio agencies or stations receive advertisements from their clients before bilaterally deciding on the structure and modalities of the advertisements, including the financial rates. They will also decide on the radio commercial scripts that will be appropriate for the advertisements, so the ads will be more appealing to the intended audiences. The advertising agency then delegates the advertising job to a voice actor and a producer for the final production of the advertisement. To capture the listeners’ attention, the advertisements may incorporate the use of music, funny voices, character voices, or even celebrity voices. While radio faces a lot of competition for other traditional advertising channels such as television and print, not to mention new media like the Internet and mobile ads, radio remains a stronghold as you’ll see in the market.Radio commercials hold a marginal share among the main media categories, for example newspaper and television. However, it is still regarded as an important and useful medium in marketing and advertising in large cities and metropolitans. The broadcast of commercials on radio needs real feel orientation and voice is the single major determinant that draws the attention of listeners. Programs on sales and market news are the principal preferences of urban commuters for large metro radio stations (Parker, 1993). The majority of short and informative advertisements for consumer products in an urban setting use radio advertising with communication appeal related to the efficacy of products and psychosocial enhancement of consumers at retail outlets. Promotional efforts by manufacturing and retailing companies appear to focus on positive emotional appeal to influence consumers through radio advertisements (Yusuff and Yusuf, 2009). Though the print and television media has taken the major share of revenue from commercials, advertisements on radio still hold audience of large cities. However, little research has been published on the impact of commercial broadcast by AM or FM radio on urban consumers. Most studies did not consider radio and outdoor advertising as principal research agenda, despite their importance in business communication, consumer behavior and towards sale stimulation for retailers (Mulhern, 1997;Volle, 2001).This paper aims todiscourse the study on radio advertisements ( a case study of royal fmillori). The study attempts to determine the role of radio advertising supported by outdoor advertising by retailing firms on situational variables on re-dissemination of information, the store choice and buying preferences based on empirical investigation in illori. It on this view the researcher wants to investigate the discourse study on radio advertisement (a case study of royal fmillori).

1.2      STATEMENT OF THE PROBLEM

Radio advertising has been one of the most effective ways to promote products and services, because the use of speech tends to be more precise in passing a message, in comparison to other forms of advertising that utilize print media. Hearing and speaking are the first senses that people exhibit during their developmental stages. These abilities of expression come before the ability to read or write, and therefore, radio advertising is a preferred medium of advertising among many advertisers and businesses. On this view the researcher wants to investigate the discourse study on radio advertisement.

1.3      OBJECTIVE OF THE STUDY

The main objective of this study is discourse study on radio advertisement (a case study of royal fmilori).  But for the successful completion of the study; the researcher intends to achieve the following sub-objectives;

1.   To find out the level of frequency of exposure is royal FM Ilori

2.   To ascertain the impact of radio advertisement to clients

3.   To ascertain how popular is royal FM Ilori for patronage

4.   To ascertain the relationship between royal FM Ilori and product advertisement

1.4      RESEARCH HYPOTHESES

For the successful completion of the study, the following research hypotheses were formulated by the researcher; 

H0: there is no impact of radio advertisement to clients

H1: there is an impact of radio advertisement to clients

H02: there is no significant relationship between royal FmIlori and product advertisement

H2:there is a significant relationship between royal FmIlori and product advertisement

1.5      SIGNIFICANCE OF THE STUDY  

It is believed that at the completion of the study, the findings will be of benefit to royal FM Ilori and others radio station. The study will also be of great benefit to the researchers who intends to embark on research on similar topics as it will serve as a guide. Finally, the study will be of great importance to academia’s, lecturers, teachers, students and the general public. 

1.6      SCOPE AND LIMITATION OF THE STUDY

The scope of the study covers discourse study on radio advertisement ( a case study of royal FM Ilori). The researcher encounters some constrain which limited the scope of the study;

a) AVAILABILITY OF RESEARCH MATERIAL: The research material available to the researcher is insufficient, thereby limiting the study       

b) TIME: The time frame allocated to the study does not enhance wider coverage as the researcher has to combine other academic activities and examinations with the study.

c) Organizational privacy: Limited Access to the selected auditing firm makes it difficult to get all the necessary and required information concerning the activities.

1.7 DEFINITION OF TERMS

DISCOURSE: Written or spoken communication or debate.

STUDY: The devotion of time and attention to gaining knowledge of an academic subject, especially by means of books

RADIO: The transmission and reception of electromagnetic waves of radio frequency, especially those carrying sound messages.

ADVERTISEMENT: Advertising is an audio or visual form of marketing communication that employs an openly sponsored, nonpersonal message to promote or sell a product, service or idea.

RADIO ADVERTISEMENT: Radio advertisement. From Wikipedia, the free encyclopedia. Jump to: navigation, search. ... Radio advertisements or "spots" are available when a business or service provides valuable consideration, usually cash, in exchange for the station airing their spot or mentioning them on air.

1.8 ORGANIZATION OF THE STUDY

This research work is organized in five chapters, for easy understanding, as follows

Chapter one is concern with the introduction, which consist of the (overview, of the study), historical background, statement of problem, objectives of the study, research hypotheses, significance of the study, scope and limitation of the study, definition of terms and historical background of the study. Chapter two highlights the theoretical framework on which the study is based, thus the review of related literature. Chapter three deals on the research design and methodology adopted in the study. Chapter four concentrate on the data collection and analysis and presentation of finding.  Chapter five gives summary, conclusion, and recommendations made of the study.