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EZE, IJEOMA BIBIAN PG/MSC/08/48658

THE DOMINANT ADVERTISING FORMATS IN THE NEWS PAPERS. A CONTENT ANALYSIS OF THE DAILY SUN AND

THE GUARDIAN NEWSPAPERS

BUSINESS ADMINISTRATION

A THESIS SUBMITTED IN PARTIAL FULFILMENT TO THE REQUIREMENTS FOR THE AWARD OF MASTER’S OF SCIENCE

DEGREE IN MARKETING (PUBLIC RELATIONS)

IJEOMAH CLARA

Digitally Signed by: Content manager’s Name

DN : CN = Webmaster’s name

O= University of Nigeria, Nsukka

OU = Innovation Centre

OCTOBER, 2011

THE DOMINANT ADVERTISING FORMATS IN THE NEWS PAPERS. A CONTENT ANALYSIS OF THE DAILY SUN AND THE GUARDIAN NEWSPAPERS.

EZE, IJEOMA BIBIAN

PG/MSC/08/48658

DEPARTMENT OF MARKETING (PR)

FACULTY OF BUSINESS ADMINISTRATION

UNIVERSITY OF NIGERIA, ENUGU CAMPUS

TITLE PAGE

THE DOMINANT ADVERTISING FORMATS IN THE NEWSPAPERS. A CONTENT ANALYSIS OF THE DAILY SUN AND THE GUARDIAN

NEWSPAPERS.

EZE, IJEOMA BIBIAN

PG/MSC/08/48658

RESEARCH PROJECT PRESENTED TO THE DEPARTMENT OF MARKETING (PR)

FACULTY OF BUSINESS ADMINISTRATION

UNIVERSITY OF NIGERIA, ENUGU CAMPUS

IN

PARTIAL FULFILMENT TO THE REQUIREMENTS FOR THE AWARD OF MASTER’S OF SCIENCE DEGREE IN MARKETING (PUBLIC RELATIONS)

SUPERVISOR: PROF.(MRS.) UGWUONAH

OCTOBER 2011

CERTIFICATION

We certify that this research project titled: THE DOMINANT ADVERTISING FORMATS IN

THE NEWSPAPERS. A CONTENT ANALYSIS OF THE DAILY SUN AND GUARDIAN

NEWSPAPERS is an original work carried out by EZE, IJEOMA BIBIAN, Reg. No:

PG/MSC/08/48658, under my supervision. It is therefore, presented to the Department of

Marketing (PR) for consideration and approval as a partial fulfillment for the award of the

Master’s of Science (M.Sc) Degree in marketing (Public Relations).

PROF. (Mrs.) Ugwuonah _____________ _____________

(Project Supervisor) Signature Date

Dr. S.C. Moguluwa _____________ _____________

Signature Date

………………………………. …………………. …………………..

(External Examiner) Signature Date

DEDICATION

This work is dedicated to those who continue to do good, in spite of man’s ingratitude and to

those who devoted their lives in service to humanity.

ACKNOWLEDGEMENTS

I am highly delighted to express my gratitude to God for inspiring this work and His

protection throughout the duration of the programme. Also, I am deeply grateful to my

husband, Mr. Eze for his sponsorship and guidance throughout the programme. My

gratitude also, goes to my children for their support and prayers. Sincerely, I most

appreciate my amiable project supervisor, Prof. (Mrs.) Ugwuonah for her wonderful

academic guidance, humility and contributions to this project. It is only God that will reward

her for me.

Equally, I appreciate the invaluable support and encouragement I received and

continued to receive from the Head of Department, Dr. S.C. Moguluwa. I also appreciate

the efforts of the following: Late Prof. IK Nwosu, Dr. J. Nnabuko, Dr. J. Uduji, Dr. A. Ehikwe,

and other lecturers in Msc. Public Relations. I remain grateful for their help and training.

ABSTRACT

With the emergence of big and small scale business enterprises that produce goods and services; and desiring to advertise their goods and services in newspaper, the need to know the dominant advertising format in newspaper became pertinent. This study centred on the dominant advertising formats in the newspapers. A content analysis of the Daily Sun and The Guardian newspapers. The sample size was 300 respondents, who were readers of Daily Sun and The Guardian. Structured questionnaire was used in order to gather data. A total of 270 copies of structured questionnaire were returned. 20 copies were not returned while 10 copies were mutilated. The findings reveal that 120 respondents representing 44.44% believed that the dominant advertising format in Daily Sun and The Guardian is Ear piece; 100 respondents representing 37.05% believed that it is half page; 30 respondents representing 11.11% believed that it is quarter page; while 20 respondents representing 7.40% believed that it is centre spread. The Daily Sun and The Guardian editors should package the advertisement content of the paper properly in order to make it exciting; attractive and creating brand loyalty.

TABLE OF CONTENTS

Title Page:……………………………………………………………………… ii

Certification:……………………………………………………………………. Iii

Dedication:……………………………………………………………………… iv

Acknowledgement:…………………………………………………………….. v

Abstract:…………………………………………………………………………. Vi

Table of contents:………………………………………………………………. Vii

CHAPTER ONE

INTRODUCTION

1.1 Background of the Study:………………………………………………. 1

1.2 Statement of the problem:…………………………………………….... 4

1.3 Objectives of the study:………………………………………………….. 6

1.4 Research questions:……………………………………………………… 6

1.5 Research Hypotheses:…………………………………………………… 7

1.6 Significance of the study:………………………………………………... 8

1.7 Scope of study:…………………………………………………………… 9

1.8 Definition of terms:……………………………………………………….. 9

1.9 Limitation of the study:…………………………………………………… 10

References

CHAPTER TWO

LITERATURE REVIEW

2.0 Introduction:…………………………………………………………… 11

2.1 Theoretical Framework:……………………………………………… 11

2.2 Newspaper and Historical Development:…………………………… 13

2.3 Newspaper and Readership Research:…………………………….. 20

2.4 Newspaper and Advertising:…………………………………………. 24

2.5 Newspaper Advertising and Classification:………………………… 25

2.6 Newspaper Advertising and Criticism:………………………………. 28

2.7 Newspaper Advertising and Format:………………………………… 30

2.8 Brief History of the Daily Sun and The guardian Newspaper……... 31

References

CHAPTER THREE

METHODOLOGY

3.1 Research Design:………………………………………………………. 35

3.2 Population of study:……………………………………………………. 35

3.3 Sample Size:…………………………………………………………… 36

3.4 Sample Technique:………………………………….………………… 36

3.5 Measuring Instrument:……………………………….………………... 36

3.6 Data Analysis:…………………………………………..………………. 37

References

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

4.1 Introduction:…………………………………………………………… 39

4.2 Data Presentation:………………………………………………….... 40

4.3 Testing of Hypotheses:………………………………………………. 46

4.4 Discussion if Findings:………………………………………………. 53

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.1 Summary:……………………………………………………………… 56

5.2 Conclusion:…………………………………………………………...... 57

5.3 Recommendations:…………………………………………………… 58

Bibliography:………………………………………………………………… 59

Appendix:………………………………………………………………….... 62

CHAPTER ONE

INTRODUCTION

1.1 Background of The Study

Advertising originated from the Latin word, “Advertere” which means, “to turn the mind

towards”. Advertising as a persuasive communication can be used to turn the minds of

potential customers toward a product, service, idea, movement, opinion, cause or any fad or

fashion or even to get people to consume less of a particular product or service. Advertising

gets to us through various media of communication. These include: radio, internet, cinema,

magazine, billboard, poster, television, newspaper etc.

The attention of consumers is arrested and held when an advertising that commands

special interest is displayed. Advertising has the task of putting products pictures in the

minds of consumers. The tactical advertising approach is to focus on the use of the

products through the physical features including the efficacy or actual work effectiveness

and economic interest that can appeal strongly to the eye senses, especially by

demonstration on billboards, television presentations and display on the pages of

newspaper.

Some scholars had laid complaint against advertising that it manipulates defenseless

and gullible consumers to buy many products which they actually do not need or which they

can ill afford. In a similar vein, it is accused of promoting materialism which has become a

deadly malaise in our society. Defenders of advertising respond with the alibi that it does not

have the power to compel people against their wishes and so cannot be guilty of creating

demand for goods not actually needed by consumers. On the question of materialism, they

argue that advertising cannot and does not create needs but only arouses latent ones by

making people realize the different ways in which they can satisfy their needs.

The advances in education had made literacy to progress and more and more people

are able to buy newspaper. Hence, the advert of newspaper and its presence in readers’

daily lives have been one of the major features of the contemporary world. Newspaper

attempts to attract readers with a variety of tactics. Changing their look, producing more

lifestyle feature, and writing shorter, snappier stories are a few examples.

Newspaper is different from other industries because of the special nature of its

activity. It is through the newspaper that symbolic culture is communicated, through it,

societal values and ways of making sense out of everyday’s live and culture are

disseminated.

Thus, newspaper plays increasingly valuable role in explaining, interpreting and

commenting upon events in society, especially when debates on major social objectives or

national affairs are taking place that require expanded analysis as opposed to straight

forward reporting. Fortunately, electronic newspaper has emerged over the past few years,

and today, almost all the major newspapers have electronic versions of their publications

and those that do not, are in the process of acquiring. Electronic papers are not papers in

the literal sense, they range from plain texts to more sophisticated programmes that offer

graphic displays. In USA, many newspapers can be accessed and read through

commercial online services as America online (AOL); New York Times and Chicago

Tribune.

Also, a growing number of newspapers are available on the Internet. In Nigeria, it is

possible to read the previous day’s edition of the Daily Sun and The Guardian on the

Internet. The possibility of readers reading newspapers on computers has led some people

to believe that newspaper may become irrelevant. This, however, seems far-fetched and

impossible now or in the foreseeable future.

The newspaper advertising formats are the advertisement formats seen on the pages

of newspaper which include: centre spread, full page, front page, back page, half page,

quarter page, ear piece etc. these are used to determine the space that will be given to

advertisement on newspaper pages.

1.2 Statement of the Problem.

Advertising is accused of being wasteful since the heavy advertising embarked upon

by different competing firms tends to cancel out. The basic contention in this regard is that

more is spent on advertising than what is needed to provide consumers with useful

information about the product and also, advertising is accused of encouraging monopoly

since large firms use it as a monopoly. They also use it as a weapon for competing smaller

ones out of business. In view of this, does the society need advertising? Is advertising

wasteful? Does advertising create monopoly and encourages materialism?

With the emergence of big and small scale business enterprises that produce or offer

goods and services, and desiring to advertise their goods and services on newspaper, the

need to know the advertising formats on newspaper becomes pertinent and important to

answer the following questions:-

What advertising formats appear on the pages of newspaper? Can such advertising

formats influence the consumers to patronize a given product?

These various types of advertising formats have different effects on the target

audience take for instance, centre spread format shows emphasis on given goods and

services.

Today, the numerous newspaper advertising formats which are sponsored by

various business organizations have necessitated the need to know if these adverts put the

picture of any product in the minds of the target consumers. The potential consumers and

other publics could be easily converted through the product information stored in their

memory from the advertising messages. The positioning of any product is done in the mind

of the consumers for that is where the memory of the product features resides. The only

weapon for retentive memory is the advertising messages.

1.3 Objectives of the Study

The objectives of the study include:

i. To determine the dominant advertising format in Daily Sun and The Guardian

newspapers.

ii. To compare the prices of different formats in the two dailies.

iii. To find-out which of the dailies is mostly patronized.

iv. To know the factors that lead to the choice of different formats.

v. To ascertain the extent of the newspapers readership among the consumers.

1.4 Research Questions

This research is aimed at answering the following questions:

1. Which is the dominant advertising format in Daily Sun and The Guardian?

2. Do the prices of advertising formats in Daily Sun differ from The Guardian?

3. Which of the dailies is mostly patronized?

4. What are the factors that lead to the choices of different formats?

5. Do readers read Daily Sun and The Guardian?

1.5 Research Hypotheses

Certain hypotheses have been formulated as a guide in the collection of data for the

study. These include.

Ho; There is no dominant advertising format in Daily Sun and the Guardian.

Ha1; There is dominant advertising format in Daily Sun and the Guardian.

Ho2; The prices of advertising formats in Daily Sun do not differ from The Guardian.

Ha2; The prices of advertising formats in Daily Sun differ from The Guardian.

Ho3; There is no daily (newspaper) that is mostly patronized.

Ha3; There is daily (newspaper) that is mostly patronized.

Ho4; There are no factors that lead to the choices of different formats.

Ha4; There are factors that lead to the choices of different formats.

Ho5; Readers do not read Daily Sun and The Guardian.

Ha5; Readers read Daily Sun and The Guardian.

1:6 Significance of the Study

A work of this kind has far reaching value especially to the growth of

advertisers; advertising agencies, the newspaper industry, students and product

development and packaging.

This study will serve not only as a repository of knowledge but also contribute

to the available literature in the field of journalism and advertising. Also, it will help

the Daily Sun and The Guardian editors to knows how to package the newspapers

advertising formats to make the papers exciting and attractive. Additionally, it will

help the advertising practitioners and public relations consultants to know how to

utilize newspaper advertising formats to realize set goals.

1.7 Scope of Study

This study covers the Daily Sun and The Guardian newspapers. These dailies are

daily newspaper that have made their marks in Nigeria over the years and have high

circulation rate and patronage. Also, Daily Sun carries sensational news which attracts the

interest of the youths while the Guardian carries hard and straight news which interest the

adults.

1.8 Definition of Terms

Conceptual definition

Advertising: Creating awareness about a product in order to encourage people to buy or use it.

Formats: The general arrangement, plan, design, etc of something.

Dominant: More important, powerful or noticeable than other things.

Newspaper: Print medium that carries news contents analysis; A research Methodology

Operational Definition

Advertising: Information about goods and services.

Dominant: The highest appearance on newspaper.

Formats: Design of information on newspaper like ear piece, centre spread, back page,

front page, half page, quarter page etc.

Newspaper: Print medium that carries news contents analysis; Examination of a fact or

idea.

1.9 Limitations of the Study

Inadequate literature on the subject affected the indepth analysis of this study. Books

on newspaper advertising formats are few in the libraries. Books provide detailed

knowledge in the area where the research intends to cover. In most cases, textbooks

present the summary and interpretation of the conclusions of a series of studies in a

particular field. The knowledge contained in them represents the most recent.

The findings would reaffirm the claims that what is true in other countries is also true

in Nigeria or vice versa. It is, therefore, hoped that the academics would benefit from the

findings of this study because they will provide the bases for evaluation.

CHAPTER TWO

LITERATURE REVIEW

2.0 Introduction

This chapter is being devoted to a review of some related literature on newspaper

advertising format, readership research and other related concepts. The rationale behind

the review is to ascertain in clear details the various conclusions being reported by other

researchers, thereby providing a wide scope of knowledge and understanding.

2.1 Theoretical Framework

For this study, the researcher adopts diffusion of innovation and cultivation analysis

theories. This is because their basic tenets are fundamental to the understanding of the

subject under study.

Bittner (1989) cited in Okunna (2002:22) states that diffusion of innovation theory

recognizes that the media can lead someone into getting aware of the existence of an item.

From there, he gets interested, makes an attempt to evaluate it, and gives it a trial before

making up his mind to acquire it. Hence, this study is about newspaper advertising format

which informs its readers about a new idea, goods and services which it wants its readers to

acquire.

Baran (2004:435) insists that cultivation analysis theory was developed by media

researcher George Gerbner and his colleagues out of concern over the effect of newspaper

advertising which has been applied to countless other newspaper advertising realities such

as beauty, sex roles, religion, the judicial process and marriage. In all cases, the

assumptions are the same that newspaper can lead someone into getting aware of the

existence of an item, goods and services.

Although, Folarin (2005:96) sees cultivation analysis theory as, “cultural norms

theory”, the content or postulation was in line with Baran’s view. Folarin (2005:96) states

that cultural norm theory through selective presentation and tendentious emphasis on

certain themes, the mass media created the impression among their audience that such

themes were part of the structure or clearly defined cultural norm of society.

In supporting the above assertion, Nwodu (2006: 121) maintains that the researchers in this

area are concerned with the extent media portrayal of certain issues can influence audience

members construction of reality.

2.2 Newspaper and Historical Development

The history of newspaper started with the freedom to write and speak with man’s

desire and struggle for personal liberty and political freedom. Researchers are unanimous in

their views that the first newspaper to be published was in Rome during the reign of Ceasar,

the conqueror. That newspaper, known as Acta diurna and published in 1614 concerned

itself with spreading of information and news across the empire of Rome.

Tracing the origin of newspaper, Baran (2004) maintains that in Caesar time, Rome

had a newspaper, ‘Acta Diurna’ (actions of the day) written on a tablet, and was pasted on

wall after each day’s meeting of the senate. Its circulation was one, and there was no

reliable measure of total readership. However, it does show that people have always

wanted to know what was happening and that others have helped them to do so. The

implication as Ogbiten (2007:222) states, was that people have always yearned for

information, and invention of newspaper as an avenue to meet their information needs.

Even though, a century earlier the Roman government recognizing the public appetite for

news had begun displaying Acta Diurna daily bulletins in prominent places.

Furthering this view, Baran (2004) noted that the newspapers we recognize today

have their roots in 17th century Europe curantos, one-page news sheets about specific

events, were printed in English in Holland in 1620 and imported to England by British

booksellers who were eager to satisfy public demand for information about continental

happenings that eventually led to what we now called thirty years war. Englishmen

Nathaniel Butter, Thomas Archer and Nicholas Bourne eventually began printing their own

occasional news sheets, using the same title for consecutive editions. Founded in 1665 and

later renamed it the London Gazette, this journal used a formula of foreign news, official

information, royal proclamation and local news that became the model for the first colonial

newspapers.

Notwithstanding the early history of newspapers, there was none in Nigeria before

1859. Mojaye (2006) cited in Ogbiten (2007:222) points out that the first newspaper

emerged in the year 1859 with the publication of Iwe Irohin, a bi-monthly newspaper by a

Christian missionary, Rev. Henry Townsend in Abeokuta. After this, there has been a

proliferation of newspapers in Nigeria. Some national newspapers have grown

tremendously; newspapers are springing up like Mushroom all over the country. This

development invariably has accentuated a basic problem faced by human beings: the

problem of allocating available time among the various things they have or need to do.

Also, Asadu (2007) posits that on June 6, 1863, Robert Campbell launched the

Anglo-African. Omu (1978) cited in Dimkpa (1997) states that the goal of the newspaper

was to exploit the growing interest in western education and enlightenment in Lagos State in

the 1960s by providing cheap and accessible material that could educate, inform, and

entertain its readers. To capture and retain readers and thus remain in business, Jimada

(2006) maintains that a newspaper must offer interesting, attractive and useful contents.

Nwosu (1990) states that it is expected that newspaper publishes utilization, functional and

development oriented materials that will inform, educate, entertain and generally improves

the lives of the urban and rural dwellers.

Writing about the influence of Gaskiya Tafi Kwabo, the Hausa vernacular newspaper

which started in 1939 as a monthly journal with 5,000 copies. East (1989) said that the

number of people who read it probably several times greater than the number that buy it

and through this, its subject matter reaches the very much larger illiterate public, who have it

read to them or passed on to them by word of mouth. Also, East (1989: 5) states that the

unsophisticated Hausa reader, who has paid his penny for it, does not read it as we read a

newspaper, he goes conscientiously through it, in order, from the first page to the last. For

these reasons, whether we wish it or not, the paper is having and will continue to have a

strong influence on the formation of literacy style for the future writing of Hausa, and views

expressed in it may have an incalculable effect on the moulding of public opinion, out of all

proportion of their worth.

Fortunately, electronic newspapers have emerged over the past few years, and

today, almost all the major newspapers have electronic versions of their publications and

those that do not, are in the process of acquiring it. In Nigeria, it is possible to read the

previous days, edition of the Daily Sun and The Guardian on the internet. Similar

newspapers are also loading on to the Net their electronic versions of their publications.

There is now a growing list of newspapers on the internet with the electronic versions of

their newspapers. It is possible to navigate the websites of these newspapers and almost

read from cover to cover, the news on the computer as it is contained in the actual

newspaper. The possibility of readers reading newspaper on computer has led some people

to believe that newspapers as we see it may become irrelevant and outmoded. This,

however, seems far fetched and impossible now or in the foreseeable future. Williams

(1965) quoted in Udoakah (2004:22) maintains that newspaper was the creation of the

commercial middle class, mainly in the eighteenth century, and it served this class with

news relevant to the conduct of business.

Okunna (2002) states that the term, “newspaper” refers to a broad range of

publications from the huge metropolitan daily to the small provincial newspaper. Besides

their types and sizes, all newspapers share some physical characteristics (format),

contents, production and operational (social-political) procedures and constraints. Okoro

(1998) states that the newspaper is the advertising old soldier that never dies. In spite of the

obvious advantages of the radio and the television, the newspaper has continued to soldier

on in the field of advertising. In the face of modern technology, the newspaper is even

waxing stronger. The type-face, the type-size, the illustrations, the headlines, the stories,

the positioning, the colour, the layout, and design are expertly used to make the newspaper

relevant.

However, to capture and retain readers and thus remain in business, Jimada (2006)

maintains that a newspaper must offer interesting, attractive and useful contents.

Supporting this view, Nwosu (1990) states that newspaper is expected to publish utilitarian,

functional and development oriented materials that will inform, educate, entertain and

generally improves the lives of the dwellers. Baran (2004) states that newspaper attempts to

attract readers with a variety of tactics. Changing their look, producing more lifestyle

features, and writing shorter, snapping stories are a few examples. It has the responsibility

to prepare its readers for social change.. Hence, MacBride et al (1980) insist that

newspapers have responsibility to prepare their readers for social change. Editors have a

responsibility to produce newspapers that are more relevant to society’s needs; that have

more depth. Bittner (1989) states that newspapers are a major force in forming public

opinion and affecting national and international efforts towards economic progress and

global understanding. Newspaper stories have turned ordinary men and women into heroes

and have removed world leaders from power.

The newspaper in theory is best suited for mass education and general

enlightenment of illiterate and semi-literate population because printed materials can be

read and re-read at convenience. Newspaper had become a formidable instrument of

community development. And community (rural) development according to Edeani (1993:6),

“holds the key to national development”. Reinforcing the above view, Igwe (1991) states that

newspaper is a vital and effective development instrument for sensitizing, entertaining,

educating, informing and mobilizing the people for desired objectives.

Since the invention of printing, brand newspapers have been turned in journalism.

And today in particular, the computer has wiped away the sweat and broken the

tediousness that accompanied the typesetting of copy. With desktop publishing and word

processing packages, particularly the PageMaker, the production of newspaper has become

an interesting business. Computers were introduced for composing purpose in the 1970s

and the first electronic terminal for use by journalists and editors came on the market in

1973. In other words, electronic publishing is a somewhat vague term used for any form of

production or distribution of information via electronic as oppose to hard copy forms.

2.3 Newspaper and Readership Research

Wimmer and Dominick (2003) states that newspaper readership research became

important to management during the 1960s and 1970s, as circulation rates in metropolitan

areas began to level off or decline. Concerned with holding the interests of their readers,

editor and publisher began to depend on surveys for the detailed audience information they

needed to shape the content of a publication. The uncertain economy at the beginning of

the new century and increasing competition from traditional and online media have made

readership research over more important today. This is most evident in the Readership

Institute’s continuing impacting study that examines the readership habits of 37,000

consumers in one hundred daily newspaper markets across the United States.

Research into newspaper readership is composed primarily of five types of studies:

reader profiles, item selection studies, reader and non readers studies, uses and

gratification studies, editor-reader companions. Newspaper research is likely to contribute to

its growth and management.

Nworgu and Nwabueze (2005) state that after a decade of research on the

relationship between various media of mass communication and socio-economic variables,

it is now a generally held belief among development communication scholars that after the

radio, newspaper could be the most effective media for disseminating information on

various social change programmes from the government and other institutions to the

masses living in the developing nations of the world. The United States Information Agency

(USIA) surveys in the 1960s in Africa indicate that if a profile of newspaper’s readers were

drawn, the readers would be male, from 18 years and above are likely to be either a

student, white collar employee, or in a professional or managerial position. Education was

found to be significant indicator of a newspaper reader in West African. In Nigeria, for

instances, it was found that nearly every one with a secondly school education can read

newspaper.

East (1989) studied the newspapers readership in Lagos. The survey interviews

were carried out in ten sample blocks of about 500 persons each randomly selected from

the Lagos metropolitan area. The study revealed that majority of the respondents read

newspapers.

“Newspaper seems to have an edge over the other media of mass communication

for number of reasons. Compared to the electronic media for example to disseminate

information to the masses in Nigeria, one needs not to contend with power failure that is

rampant across the country. Also, newspaper present its news with pictures and words. It

caries news daily, thereby informing its readers objectively about events taking place in the

community or elsewhere in the country and world.

Okunna (2002) maintains that when a newspaper performs well, it becomes an

integral part of community life. The subscriber without his favourite newspaper feels a big

loss. The temporary disappearance of newspaper from a city, because of industrial unrest

or mechanical breakdown creates confusion in business life and in the ordinary flow of

social and civic affairs. The newspaper helps the people reach the government and in turn

explains to the citizenry what happens in government. The newspaper reports information

about significant events and situations to guide people in decision making.

It is important to note that communication research is still at its infancy level in

Nigeria and Africa as a whole. Very few countries embark on newspaper readership

research. Tremendous gaps still exist in the meager baseline data already collected on

newspapers readership in the country, and no known study has so far concerned itself with

readers’ attitudes towards some government programmes. Nwodu (2006) states that

research in print media especially newspaper is another important aspect of research

interest in the sphere of communication research.

The essence of newspaper readership research is to examine a piece of printed

materials primarily to ascertain ambiguous words or extraneous factors likely to inhibit

readers’ rate of reading and understanding. It is to enhance the pace of reading and

understanding among readers. The success is measured by the extent to which readers

understand the piece and able to read it.

2.4 Newspaper and Advertising

Advertising is one of the marketing communication tools that promotes and presents

ideal, messages, information about goods and services by identifying the sponsor whose

interest is to sell. With the emergency of big and small scale business enterprises that

produce or offer goods and services and desiring to advertiser their goods and services on

newspaper, the need to know the advertising formats on newspaper becomes pertinent and

important in the area of advertising. These various types of advertising formats have

different effects on the target audience. Take for instance, centre spread format shows

emphasis and easily attracts attention on certain goods and services.

Advertising as a persuasive communication can be used to turn the mind towards a

product, service, idea, movement, opinion, cause or any fad or fashion or even to get

people to consume less of a particular product or service. In essence, advertising is the paid

form of mass communication designed to influence people to favour a product or service.

2.5 Newspaper Advertising and Classification

Agbonifoh et al (2007: 385) posit that advertising can be classified on different

bases. The most common typologies are on the basis of media; sponsor, geography,

audience and the stage in the product life cycle in which the advertising can be done.

Classification may also be on the basis of what is being advertised and the kind of demand

the advertisement is intended to stimulate or create.

Classification by media can be through print advertisings which relies on the printed

or written word. This is further sub-divided newspaper advertising such as those carried in

the Daily Sun and The Guardian. Advertisement may also be channeled through any of the

electronic media such as television, radio or cinema. These different forms of electronic

advertising are referred to respectively as television advertising.

Classification by sponsor refers to advertisement sponsored by companies like Lever

Brothers in respect of Lux and Omo or those by International Equitables/Palmolive Colgate

Limited in respect of their numerous household products. Middlemen advertising are those

sponsored by marketing intermediaries. They are of two major types. Wholesaler

advertising and retailer advertising. Examples are those sponsored by beer distributors, car

dealers, supermarkets and other wholesale and retail outlets. Private or wants advertising

are sponsored by people seeking employment and mothers looking for house-helps. Finally,

advertisements by two or more sponsors are called co-operative advertising. There are two

types of co-operative advertising: horizontal advertising involves sponsorship by two

organizations in the same kind of business and the same stage or level of the production

cycle.

Classification by geographical coverage aims at a local audience, such

advertisements cover a limited geographical area. An example is an advertisement by a

local retailer in a local newspaper or radio station with a small catchment geographical area.

Classification by intended audience is often aimed at different target audience

depending on the product and the primary purpose for which it is being used. Consumer

advertising is aimed at individuals and households who buy for domestic, non-business

uses. An example is that aimed at final users of toothpaste. By contrast, industrial

advertising has its target audience as those who buy for resale or for the production of

goods and services intended for sale.

Classification by state in product life cycle aims at a product that passes through

many stages during its life span. When it is being introduced for the first time, pioneering

advertising is used to herald it into the market, to introduce it to potential users and to

demonstrate its usefulness. As competition develops, the company strives to demonstrate

the competitiveness or superiority of its products over others. At this stage of the product life

cycle, competitive advertising provides a means for fighting competition and for improving

the company’s market shares. Its basic purpose is to demonstrate the product’s strengths

and its superiority over others. Later in the life cycle of the product, that is, at the maturity

stage, the basic purpose of advertising is to retain the company’s current customers.

Classification by what is being advertised involves four types of advertising. Brand

advertising is done in respect to specific brand such as Omo and Elephant detergents. Its

emphasis is on creating demand for the company’s brand as opposed to creating

customers, not necessarily for a given product but for an entire product class. This usually

happens when an innovation is being introduced into market. Another type of advertising

under this Classification method is institutional advertising. This type of advertising aims at

creating goodwill for an organization rather than attempting primarily to sell specific goods

or services. A related term is corporate advertising which emphasizes the skills and other

resources of the sponsoring company rather than its product. Another example is an

advertisement of first Bank of Nigeria PLC which sought to establish in people’s minds that

the company had the largest branch network in Nigeria’s financial system. It had an

enviable asset base to support its diverse banking projects. It had some of the most

experienced Nigerian bankers in the financial world. It had a market-oriented operational

structure and that it was committed to the installation of appropriate technology to aid

efficiency. Like other corporate advertising, the focus was on the firm’s resources and

capabilities.

2.6 Newspaper Advertising and Criticism

Agbonifoh et al (2007: 411) maintains that advertising has been criticized for

its social and economic effects on consumers. Most of the criticisms derive from its alleged

impact on people rather than its potential to achieve its goals as a sales weapon. One of

such criticism regards advertising as leading to increase in product prices as a result of

increased costs arising from huge advertising expenditures. Marketers and advertisers

argue that advertising leads to reduced process. It is argued that by expanding the demand

of a product, its producer can expand production and enjoy increased economics of scale.

Although, this may sometimes be the case, it is not clear if the gains from increased scale

are large enough.

Advertising is also accused of being wasteful since the heavy advertising embarked

upon by different competing firms tends to cancel out. The basic contention in this regard is

that more is spent on advertising than what is needed to provide consumers with useful

information about the product. A third economic argument leveled against advertising is its

effect on competition. It is accused of encouraging monopoly since large firms use it as a

weapon for competing smaller ones out of business. This criticism is certainly not valid in

the case of Nigeria where even small firms survive easily as a result of the prevalent

general sellers’ market situation.

Another complaint against advertising is that it manipulates defenseless and gullible

consumers to many products which they actually do not need or which they can ill-afford. In

a similar vein, it is accused of promoting materialism which has become a deadly malaise in

our society. Advertising has also been accused of pollution. By introducing foreign values,

tastes and products, it is said to dilute and in fact, pollute our culture.

2.7 Newspaper Advertising and Format

Ehikwe (2005: 47) states that newspaper advertising is among the most popularly

used medium in print advertising because of the readership that also form the bulk of

customer to manufacturers. There are two popular sizes of newspapers which are standard

and tabloids with the standard having six to nine columns and pages length of about 0.18m

and 0.23m, while the tabloid has four to six columns and a depth of 0.12m to 0.15m and

these are important to advertising, especially in determining advertising sizes and costs.

Some of the advertisers make tabloid or supplement insertions to complement the major

advertising in some of the newspapers.

The newspaper advertising formats include: full page, half page, ear piece, centre

spread, front page, inside page, back page etc.

2.8 Brief History of the Daily Sun and Guardian Newspaper

Voice of the Nation as the Daily Sun Newspapers is known, is a leading newspaper

in Nigeria and especially in the East. It depicts reality with fresh and brazenness of the

world. It reflects the people’s action and in-addition, bold and dramatic language.

Although, the Daily Sun newspaper started publishing in January, 2003, its presence

has been felt across the country. Hence, its mission statement is to practice journalism in

the classical tabloid newspaper tradition of presenting the news and features in an exciting

style, with impact, objectivity and appeal that generate returns to all stakeholders: the

society, the investors and the practitioners. The easterners patronize this paper very well

because they think of it as their own and that it carries news that concerns them most.

Finally, its head office is at 2, Coscharis Street, Kirikiri Industrial layout, Apapa,

Lagos State. Mr. Mike Awoyinfa is its Editior-in-chief and it publishes daily. Daily Sun is

considered as a tabloid Newspaper it carried sensational news.

The Guardian on the other hand according to Nkwocha (1999) is one of Nigeria’s

most respected elite newspapers and was established in 1983 by Mr. Alex Ibru of the

popular Ibru family. The paper, which was tagged the flagship of the Nigerian Print media

since inception, has fought many battles for press and other freedoms.

The Guardian is known as standard newspaper. It carries factual news. Though

some people thinks they carry stale news, it should be noted that the Guardian is known to

be the most newspaper that carried news in its details to maintain their motto which is

“Conscience Nurtured by the truth”.

REFERENCE

Agbonifoh, B. Ogwo, O, Nnolim, D, and Nkamnebe, (2007). Marketing in Nigeria: Concepts, principles & Decisions. Aba: Afritowards Ltd.

Asadu, C. (2007). “Democracy and Good Governance in Nigeria: The place of the Mass Media”. In International Journal of Communication. Enugu: Ebenezer Production Nigeria Limited.

Baran, S .J. (2004). “Introduction to Mass Communication. Media Literacy and culture. California. Mayfield Publication Company.

Bittner, J.R. (1989). Mass Communication: An Introduction. New Jersey: Prentice hall

Dimkpa, P. (1997). Media management in Nigeria. Lagos Org. Communications Consults.

East, R.M. (1989). Historical Perspectives on Gaskiya Corporattion: A first essay in Imaginative African Literature". In 50 Years of truth: the story of Gaskiya Corporation. Kaduna: ideal Publishers co.

Ehikwe, A. (2005). Advertising and other Promotional strategies. Enugu: Precision Publishers Limited.

Folarin, B. (2005). Mass Communication Theories. An Introductory Text. Lagos: Stirling- Horden Press.

Igwe, D. (1999). The Importance of community Newspaper. Uyo: Itiaba Publication.

Jimada, U. (2006). Essentials of Development News Reporting. Ibadan: Evans Brothers Limited.

MacBride et al. (1980). Many Voices, One world. Ibadan: University Press

MacDougall, C.D and Reid, R.D (1987). Interpretative Reporting. New York: Macmillan Printing Company.

Nwodu, L.C. (2006). Research in communication and other behavoiural sciences. Enugu: Rhyce Kerex Publishers.

Nworgu, K.O and Nwabueze, C.D. (2005). Mass Media writing form and style. Owerri: Ultimate Books.

Nwosu, I K. (1990).Mass Communication and National Development. Aba: Frontier Publishers.

Ogbiten, B.O. (2007). Newspaper Readership in Port Harcourt”. In international Journal of Communication: Enugu: Ebenezer Productions Nigeria Limited.

Okoro, N. (1998). Business of Advertising. Enugu: ACENA Publishers

Okunna, S. (2002). Teaching mass Communication: A Multi- Dimensional Approach. Enugu: New Generation Books.

Udoakah, N. (2004). Development Communication. Ibadan: Stirling- Harden Publishers Nigeria Limited.

Wimmer, R.D and Dominick, J.R. (1987) Mass Media Research: An Introduction. California: Wordsworth Inc.

CHAPTER THREE

METHODOLOGY

3.1 Research Design

In the course of this study, the content analysis will be adopted. The use of this

research design is anchored on the fact that the researcher is determined to arrive at a

dependable solution to the identified problem. This reason becomes more imperative

considering the fact that the objective of this study is to analyze the newspaper advertising

formats in The Daily Sun and The Guardian.

Content Analysis entails applications of communication method in analyzing the

manifest content of communication messages.

3.2 Population of the Study

Based on the figure given by the Newspaper Circulation Audit in Enugu, 2,500 readers buy

Daily Sun in Enugu while 2,100 readers buy The Guardian. Hence, the population of the

study for this work will be 4,600 readers of Daily Sun and The Guardian in Enugu. The idea

of the population of study will enable researchers to know the actual people or phenomenon

to be studied and from where to gather the real data required for the study.

3.3 Sample Size

The same size was 300 respondents, who were readers of Daily Sun and The Guardian

newspapers.

3.4 Sampling Technique

Purposive sampling technique was used in selecting the sample size for this study.

3.5 Measuring Instrument

The study used structured questionnaire to elicit response from the respondents.

Structured questionnaire or closed ended questions ensure that all the possible answers to

a question are listed for the respondents to choose from. They are therefore, highly

structured to the point that respondents are constrained to choose their answers from the

options listed by the researcher. What the researcher does in this case therefore, is to

ensure that the options from which the respondents are bound to choose their answers are

both mutually exclusive and exhaustive.

3.6 Data Analysis

The essence of data analysis is to further the overall goal of understanding social

phenomena achieved through the processes of description, explanation and prediction.

Here, the data were analyzed quantitatively. Quantitative analysis requires the use of

appropriate statistical tool like frequency distribution table and chi-square to describe the

actual situation observed. Hence, the researcher used frequency distribution table and chi-

square to analyses the data.

References

Ikeagwu, E.K. (1998). Groundwork of Research Methods and procedures. Enugu:

Institute of Development.

Nwodu, L.C. (2006). Research in Communication and other behavioural Sciences.

Enugu Rhyce Kerex Publisher.

Ohaja, U. (2003). Mass Communication Research and Project report Writing. Lagos:

John Letterman Ltd.

Okigbo, C (1985). “News Flow Imbalance: Quantification of Nigeria Press Content”.

Gazette. February 16.

Okoro, N. (2004). Mass Communication Research: Issues and Methodologies.

Nsukka: AP Express Publishers

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

4.1 Introduction

This study centered on the content analysis of the Daily Sun and The Guardian

newspapers. The sample size was 300. The structured questionnaire was used in order to

gather data from the respondents.

Hence, the factors that lead to the choice of formats include: availability of money,

availability of space/position, psychographic factor and newspaper policy. These factors

help in deciding the newspapers adverts formats which the advertisers may pay for and

these formats include: Ear piece size (Smallest size of advert that may be called classified.

Classified advert format is used majorly by women, who want to change their surname as a

result of marriage). Other advert formats include: half page, quarter page, centre page etc.

Prices of the Format for the two Newspapers are

DAILY SUN PRICES

Black and

white

PRICES

Coloured

GUARDIAN PRICES

Black and White

PRICES

Coloured

Ear Piece size N 4,150 N 5,450 Ear Piece size N 5,962.73 N1 ,6,458.00

Quarter Page size N 99,500 N 140500 Quarter Page

size

N166,956.56 N207,500.00

Half Page size N 175100 N 260265 Half Page size N283,359.00 N 333,872.00

Centre Spread size N1,062,500 N1250,000 Centre Spread size

N1640,000.00 N1,890,000.00

The full advert rates will be attached in the appendix for ease of reference.

4.2 Data Presentation

A total of 300 copies of structured questionnaire were distributed, while 270 copies of

structured questionnaire were returned. 20 copies were not returned while 10 copies were

mutilated. This resulted in a response rate of:

Total received x 100

Total administered 1

= 270 x 100

300 1 = 90%

Table 4.2.1 Gender of Respondents

Variables Number of Responses Percentage

Male 180 66.7

Female 90 33.3

Total 270 100

The above table shows that 180 respondents representing 66.7% are males, while 90

respondents representing 33.3% are females.

Table 4.2.2: Age of Respondents

Variables Number of Responses Percentage

16-25 3 1.1

26-35 15 5.6

36 and above 252 93.3

Total 270 100

Table 4.2.2 shows that 3 respondents representing 1.1% are between the ages of 16-25; 15

respondents representing 5.6% are between the ages of 26-35; while 252 respondents

representing 93.3% are between the ages of 36 and above.

Table 4.2.3: Marital Status of Respondents

Variables Number of Responses percentage

Single 10 3.71

Married 259 95.92

Divorced 1 0.37

Total 270 100

Table 4.2.3 shows that 10 respondents representing 3.71% are single; 259 respondents

representing 95.92% are married; while 1 respondent representing 0.37% is divorced.

Table 4.2.4: Religious Affiliation of Respondents

Variables Number of Responses percentage

Christianity 265 98.15

Islam 2 0.74

Traditional religion 2 0.74

Atheism 1 0.37

Total 270 100

Table 4.2.4 shows that 265 respondents representing 98.15% are Christians; 2 respondents

representing 0.74% are Moslems; 2 respondents representing 0.74% are traditional

religionists; 1 respondent representing 0.37% is an Atheist.

Table 4.2.5: Occupation of Respondents

Variables Number of Responses percentage

Civil Servant 235 87.04

Non-Civil Servant 35 12.96

Total 270 100

Table 4.2.5 shows that 235 respondents representing 87.04% are Civil Servant; while 35

respondents representing 12.96% are non-Civil Servant.

Table 4.2.6: The dominant advertising format in Daily Sun and The Guardian.

Variables Number of Responses Percentage

Ear Piece size 120 44.44

Quarter Page size 30 11.11

Half Page size 100 37.05

Centre Spread size 20 7.40

Total 270 100

Table 4.2.6 shows that 120 respondents representing 44.44% believed that the dominant

advertising format in Daily Sun and The Guardian is ear piece size; 100 respondents

representing 37.05% believed that it is half page size; 30 respondents representing 11.11%

believed that it is quarter page size; while 20 respondents representing 7.40% believed that

it is centre spread size.

Table 4.2.7: The Prices of Advertising Formats in Daily Sun differ from the Guardian

Variables Number of Responses percentage

Yes 180 66.66

No 70 25.94

Can’t say 20 7.40

Total 270 100

Table 4.2.7 shows that 180 respondents representing 66.66% agreed that the prices of

advertising formats in Daily Sun differ from The Guardians; 70 respondents representing

25.94% did not agree; while 20 respondents representing 7.40% could not say anything.

The research shows that the respondents read the two daily’s and some of them place

advert on the daily’s.

Table 4.2.8: The Dailies that Respondents place Advert

Variables Number of Responses percentage

Daily Sun 190 70.38

The Guardian 50 18.51

None 30 11.11

Total 270 100

Table 4.2.8 shows that 190 respondents representing 70.38% patronize Daily Sun; 50

respondents representing 18.51% patronize The Guardian; while 30 respondents

representing 11.11% do not patronize any of the dailies.

Table 4.2.9: The factor that lead to the choices of different formats.

Variables Number of Responses Percentage

Available money 170 62.98

Available space / position 50 18.51

Psychographic 30 11.11

Newspaper Policy 20 7.40

Total 270 100

Table 4.2.9 shows that 170 respondents representing 62.98% agreed that the factor that

lead to the choices of different formats is the availability of money; 50 respondents

representing 18.51% agreed that it is the available space/position; 30 respondents

representing 11.11% agreed that it is the psychographic factor (likes and dislikes); while 20

respondents representing 7.40 agreed that it is the newspaper policy.

Table 4.2.10: Newspaper that the readers read.

Variables Number of Responses Percentage

Daily Sun 180 66.66

The Guardian 70 25.94

None 20 7.40

Total 270 100

Table 4.2.10 shows that 180 respondents representing 66.66% read Daily Sun ; 70

respondents representing 25.94% read The Guardian while 20 respondents representing

7.40% do not read.

4.3 Testing of Hypotheses

Hypothesis I:

Ho: There is no dominant advertising format in Daily Sun and The Guardians.

Ha: There is dominant advertising format in Daily Sun and The Guardians

Table 4.2.6 shows that 120 respondents representing 44.44% believed that the

dominant advertising format in Daily Sun and The Guardian is ear piece; 100 respondents

representing 37.05% believed that it is half page; 30 respondents representing 11.11%

believed that it is quarter page; while 20 respondents representing 7.40% believed that it is

centre spread.

For testing of hypothesis:

Let fe denotes the expected frequency

Fe = X1+X2+X3+X4

4

= 120+100+30+20

4 = 270

4

Fe= 67.5

Therefore = X2c = ∑(fo-fe)2 = (120-67.5)2 + (100 – 67.5)2

Fe 67.5 67.5

+ (30-67.5)2 + (20-67.5)2

67.5 67.5

X2c = 110.74

X2 tab = X2 (x) = X23 (0.05) = 7.815

(n-1)

Decision Rule:

Reject Ho if X2c = X2 tab and accept otherwise.

Conclusion: Clearly X2c = 110.74 > X2 Tab = 7.815. We reject Ho and conclude that the

dominant advertising format in Daily Sun and The Guardian is ear piece.

Hypothesis II

Ho: The prices of advertising formats in Daily Sun do not differ from The Guardian.

Ha: The prices of advertising formats in Daily Sun differ from The Guardian.

Table 4.2.7 shows that 180 respondents representing 66.66% agreed that the prices

of advertising formats in Daily Sun differ from The Guardian; 70 respondents representing

25.94% did not agree; while 20 respondents representing 7.40% could not say anything.

For testing of hypothesis:

Let fe be the expected frequency;

Fe = X1+X2+X3

3

= 180+70+20

3 = 270

3 Fe = 90

Let X2c be the computed Chi-square

Therefore, X2c = ∑(fo-fe)2 = (180-90)2 + (70-90)2 + (20-90)2

Fe 90 90 90

X2c = 148.89

Xc tab = X2 (x) = X22 (0.05) = 5.991 = X = 5%, n = 3

(n-1)

Decision Rule

Reject Ho if X2c > X2 tab and accept otherwise. Conclusion: since X2

c = 148.89 >

X2table = 5.911, we reject Ho and conclude that the prices of advertising formats in Daily

Sun differ from The Guardian.

Hypothesis III

Ho: There is no daily (newspaper) that is mostly patronized.

Ha: There is daily (newspaper) that is mostly patronized.

Table 4.2.8 shows that 190 respondents representing 70.38% patronize Daily Sun;

50 respondents representing 18.51% patronize The Guardian; while 30 respondents

representing 11.11% do not patronize any of the dailies.

For the testing of hypothesis;

Fe = X1+X2+X3

3

= 190+50+30 = 270 = Fe = 90

3 3

Therefore = X2c = ∑(fo-fe)2 = (190-90)2 + (50-90)2 + (30-90)2 X2

c = 168.89

Fe 90 90 90

X2 tab = X2 (x) = X22 (0.05) = 5.991 = n = 3

(n-1)

Therefore = X2c = ∑(fo-fe)2 = (170-67.5)2 + (50-67.5)2 + (30-67.5)2

Fe 67.5 67.5 67.5

+ (20-67.5)2 = 214.44

67.5

X2 tab = X2 (x) = X23 (0.05) = 7.815

(n-1)

Decision Rule:

Reject Ho if X2c > X2 tab and accept otherwise. Conclusion clearly X2

c = 214.44 > X2

table = 7.815. We reject Ho and conclude that there is daily (newspaper) that is mostly

patronized.

Hypothesis IV

Ho. There are no factors that lead to the choices of different formats.

Ha: There are factors that lead to the choices of different formats.

(These factors may include: availability of money, availability of space/ position,

psychographic factor and newspaper policy).

Table 4.2.9 shows that 170 respondents representing 62.98% agreed that the factor

that lead to the choices of different formats is the available money; 50 respondents

representing 18.51% agreed that it is the available space/position; 30 respondents

representing 11.11% agreed that it is the psychographic factor (likes and dislikes); while 20

respondents representing 7.40 agreed that it is the newspaper policy.

For testing of hypothesis:

Let fe be the expected frequency;

Fe = X1+X2+X3+X4

4

= 170+50+30+20

4 = 270

4

Fe= 67.5

Therefore = X2c = ∑(fo-fe)2 = (170-67.5)2 + (50 – 67.5)2

Fe 67.5 67.5

+ (30-67.5)2 + (20-67.5)2

67.5 67.5

X2c = 214.44

X2 tab = X2 (x) = X23 (0.05) = 7.815

(n-1)

Decision Rule:

Reject Ho if X2c > X2 Tab . and accept otherwise. Conclusion: clearly X2

c = 214.44 >

X2 Table = 7.815. We reject Ho and conclude that there are factors that lead to the choices

of different formats.

Hypothesis V

Ho: There is no newspaper that the readers read.

Ha: There are newspapers that the readers read.

Table 4.2.10 shows that 180 respondents representing 66.66% read Daily Sun ; 70

respondents representing 25.94% read The Guardian while 20 respondents representing

7.40% do not read.

For the testing of hypothesis:

Fe = X1+X2+X3

3

= 180+70+20

3 = 270

3 Fe = 90

Therefore = X2c = ∑(fo-fe)2 = (180-90)2 + (70-90)2 + (20-90)2

Fe 90 90 90

X2c = 148.9

X2 tab = X2 (x) = X22 (0.05) = 5.991 = n = 3

(n-1)

Decision Rule:

Reject Ho if X2c > X2 tab and accept otherwise. Conclusion: since X2c = 148.9 > X2

table = 5.991. We reject Ho and conclude that there is newspaper that the readers read.

4.4 Discussion of the Findings

Research question one shows that 120 respondents representing 44.44% believed

that the dominant advertising format in Daily Sun and The Guardian is ear piece; 100

respondents representing 37.05% believed that it is half page; 30 respondents representing

11.11% believed that it is quarter page; while 20 respondents representing 7.40% believed

that it is centre spread. Table 4.2.6 supports this

Research question two shows that 180 respondents representing 66.66% agreed

that the prices of advertising formats in Daily Sun differ from The Guardian; 70 respondents

representing 25.94% did not agree; while 20 respondents representing 7.40% could not say

anything. Table 4.2.7 supports this.

Research question three shows that 190 respondents representing 70.38% patronize

Daily Sun; 50 respondents representing 18.51% patronize The Guardian; while 30

respondents representing 11.11% do not patronize any of the dailies. Table 4.2.8 Supports

this.

Research question four shows that 170 respondents representing 62.98% agreed

that the factor that lead to the choices of different formats is the available money; 50

respondents representing 18.51% agreed that it is the available space/position; 30

respondents representing 11.11% agreed that it is the psychographic factor (likes and

dislikes); while 20 respondents representing 7.40% agreed that it is the newspaper policy.

Table 4.2.9 supports this.

Research question five shows that 180 respondents representing 66.66% read Daily

Sun; 70 respondents representing 25.94% read The Guardian while 20 respondents

representing 7.40% do not read. Table 4.2.10 supports this.

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.1 Summary

The findings in research question one shows that 120 respondents representing

44.44% believed that the dominant advertising format in Daily Sun and The Guardian is ear

piece; 100 respondents representing 37.05% believed that it is half page; 30 respondents

representing 11.11 believed that it is quarter page; while 20 respondents representing

7.40% believed that it is centre spread.

Also, the findings in Research question two shows that 180 respondents

representing 66.66% agreed that the prices of advertising formats in Daily Sun differ from

The Guardian; 70 respondents representing 25.94% did not agree; while 20 respondents

representing 7.40% could not say anything.

Additionally, the findings in Research question three shows that 190 respondents

representing 70.38% patronize Daily Sun ; 50 respondents representing 18.51% patronize

The Guardian; while 30 respondents representing 11.11% do not patronize any of the

dailies.

Meanwhile, the findings in Research question four shows that 170 respondents

representing 62.98% agreed that the factor that lead to the choices of different formats is

the available money; 50 respondents representing 18.51% agreed that it is the available

space/position; 30 respondents representing 11.11% agreed that it is the psychographic

factor (likes and dislikes); while 20 respondents representing 7.40% agreed that it is the

newspaper policy.

Finally, the findings in Research question five shows that 180 respondents

representing 66.66% read Daily Sun; 70 respondents representing 25.94% read The

Guardian while 20 respondents representing 7.40% do not read.

5.2 Conclusion

This study is centered on the dominant advertising formats in the newspapers. A

content analysis of the Daily Sun and The Guardian newspapers. The sample size was 300

respondents, who were readers of newspapers. Structured questionnaire was used in order

to gather data. A total of 270 copies of structured questionnaire were returned. 20 copies

were not returned while 10 copies were mutilated.

5.3 Recommendations

The Daily Sun and The Guardian Editors should package the advertisement content

of the paper properly in order to make it exciting, attractive and creating brand loyalty. Also,

they should reduce the advert rate in order to attract many advertisers unlike the current

advert rate which ear piece is N25, 000; half page is N150,000; quarter page is N250,000

while the full page is N300,000.

BIBLIOGRAPHY

Agbonifoh, B; Ogwo, O; Nnalim, D; and Nkamnebe (2007), Marketing in Nigeria:

Concepts, Principles & Decisions. Aba: Afritowers Ltd.

Asadu, C. (2007). “Democracy and Good Governance in Nigeria: The place of the

Mass Media”. In International Journal of Communication. Enugu:

Ebenezer Production Nigeria Limited.

Baran, S.J. (2004) Introduction to Mass Communication: Media Literacy and

Culture. California. Mayfield Publication Company.

Bittner, J.R (1989). Mass Communication: An Introduction. New jersey: prentice

Hall.

Dimkpa, P.(1997). Maida Management in Nigeria. Lagos Org. Communications

Consults.

East, R.M. (1987). “Historical Perspectives on Gaskiya Corporation: A first essay in

Imaginative African Literature”, In 50 Years of Truth: the story of

Gaskiya Corporation. Kaduna: Ideal Publishers Co.

Ehikwe, A (2005). Advertising and Other Promotional Strategies. Enugu: Precision

Publishers Limited.

Falarin, B. (2005). Mass Communication Theories: An Introductory Text. Lagos:

Stirling Holden Press.

Igwe, D. (1999). The Importance of Community Newspaper. Ugo: Itiaba Publication.

Ikeagwu, E.K. (1998). Groundwork of Research Methods and Procedures. Enugu:

Institute of Development.

Jimada, U. (2006). Essentials of Development News Reporting. Ibadan: Evans

Brothers Limited.

MacBride et al. (1980). Many Voices, One World. Ibadan: University Press.

MacDougall, C.D and Reid, R.D (1987). Interpretative Reporting. New York:

Macmillan Printing Company.

Nwodu, L.C. (2006). Research in Communication and other Behavioural Sciences.

Enugu: Rhyce Kerex Publishers.

Nworgu, K.O. and Nwabueze, C.D. (2005). Mass Media Writing Form and Style.

Owerri: Ultimate Books.

Nwosu, IK. (1990). Mass Communication and National Development. Aba: Frontier

Publishers.

Ogbiten, B.O. (2007). “Newspaper Readership in Port-Harcourt”. In International

Journal of Communication. Enugu: Ebenezer Productions Nigeria Limited.

Okigbo, C. (1985) “News Flow Imbalance: Quantification of Nigeria Press Content”.

Gazette.

Okoro, N. (1998).Business of Advertising: Enugu: ACENA Publishers.

Okunna, S. (2002). Teaching Mass Communication: A Multi-Dimensional Approach.

Enugu: New Generation Books.

Udoakah, N. (2004). Development Communication. Ibadan: Stirling-Horden

Publishers Nigeria Limited.

Wimmers, R.D. and Dominick, J.R. (1987). Mass Media Research: An Introduction.

California: Wordsworth Inc.

Appendix

Department of Marketing (PR),

University of Nigeria,

Enugu Campus.

September 3, 2011.

Dear Respondents,

I am a postgraduate student of the above mentioned department currently carrying out a research for the award of M.Sc in Public Relations.

However, this study is an investigation one, “the dominant advertising formats in the Daily Sun and Guardian newspapers using content analysis.

I wish to request for assistance in terms of relevant information that will assist me in completing this research.

Finally, I promise to treat all information collected strictly for the purpose of this study.

Thanks for your anticipated co-operation.

Yours faithfully,

Ijeoma Eze.

SECTION A

Instruction: Please read the question carefully and tick as appropriate.

1. Sex: (a) Male (b) Female

2. Age: (a) 16-25 (b) 26-35 (c) 36 and above

3. Marital status: (a) Single (b) Married

(d) Divorced

4. Religious Affiliation: (a) Christianity (b) Islam

(c) Traditional Religion (d) Atheism

5. Occupation: (a) Civil Servant (b) Non-Civil Servant

SECTION B – (DAILY SUN)

1. What is the dominant advertising format in Daily Sun?

(a) Ear piece (b) Half page (c) Quarter Page

(d) Centre page

2. Do the prices of advertising formats in Daily Sun differ from other newspapers?

(a) Yes (b) No (c) Can’t say

3. Which dailies is mostly patronized?

(a) Daily Sun (b) The Guardian (c) None

4. What factor leads to the choices of different formats?

(a) Available money (b) Available space/position

(c) Psychographic factor (d) Newspaper policy

5. Which newspaper do you read?

(a) Daily Sun (b) The Guardian (c) None

6. How often do you read newspaper?

(a) Very often (b) Often (c) Sometimes

(d) Seldom (e) Never

7. To what extent does newspaper advertising influence you?

(a) Very high (b) High (c) Low (d) Very low

8. Do you derive gratification from reading newspaper?

9. (a) Yes (b) No

SECTION C (THE GUARDIAN)

1.) What is the dominant advertising format in The Guardian?

(b) Ear piece (b) Half page (c) Quarter Page

(d) Centre page

2.) Do the prices of advertising formats in The Guardian differ from other newspapers?

(a) Yes (b) No (c) Can’t say

3.) Which dailies are mostly patronized?

(a) Daily Sun (b) The Guardian (c) None

4.) What factor leads to the choices of different formats?

(a) Available money (b) Available space/position

(c) Psychographic factor (d) Newspaper policy

5.) Which newspaper do you read?

(a) Daily Sun (b) The Guardian (c) None

6.) How often do you read newspaper?

(a) Very often (b) Often (c) Sometimes

(d) Seldom (e) Never

7.) To what extent does newspaper advertising influence you?

(a) Very high (b) High (c) Low (d) Very low

8.) Do you derive gratification from reading newspaper?

(a) Yes (b) No