The Impact of Advertisement Sustaining the Mass Media Industry (a Study of Nta Port Harcourt)

Student: Idongesit Sunday Emmanson (Project, 2025)
HOD: Dr Kate Sigah
Department of Mass Communication
Kenule Benson Saro-Wiwa Polytechnic, Bori, Rivers State

Abstract

This research work is entitled the impact of advertisement in sustaining the mass media industry (a case study of NTA Port Harcourt). It is aimed at examining the role and impact of commercials and advertisement in mass media. In order to achieved the objectives of the research, a cross survey design was adopted. The researcher employed the purposive sampling techniques to reach out to respondents. The major findings were: Advertisement and commercials has an impact on mass media and plays an important role. Therefore, it is concluded that advertising is, no doubt, crucial in the establishment and sustenance of media organizations. It represents an integral part of the socio-economic and cultural lifelines that drives the development of the society based on that it is recommended that to meet the growing challenges of profit making, for the sustenance of the media organizations, advertising-related services should be given top priority since its benefits out-weigh the disadvantages. Also it is recommended that a media organization should strive towards attracting more patronage from advertisers, since low or no patronage might be disastrous.

Keywords
impact advertisement sustaining media industry harcourt
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