ADVERTISEMENT PLACEMENT AND INFLUENCE ON PRESS PERFORMANCE

Omojola, Oladokun (2011) ADVERTISEMENT PLACEMENT AND INFLUENCE ON PRESS PERFORMANCE. International journal of Social Sciences and Humanities Review, 2 (5). pp. 77-83. ISSN 0781 - 3232

	Microsoft Word Download (127kB)
	Microsoft Word (Journal Article) - Published Version Restricted to Registered users only Download (10kB) | Request a copy

Abstract

This article studied, from 1999 to 2003, the profile of advertisement placement by the executive and legislative arms of the government of Lagos State of Nigeria, in three newspapers and one magazine namely The Punch, Vanguard, Eko Today and Tell, respectively. The objective was to determine if the magnitude of media reports was dependent on the extent of advert placements. Content Analysis and Survey were adopted to obtain the requisite facts. The study established that the press published more stories on the executive than legislature. This disparity was also demonstrated in the number of the advertisements published by the press on the two arms of government. The study found that there was a positive correlation between the stories and the adverts published for the legislative and executive arms of the government (r = 0.726, n = 4, p = 0.137, one tailed). This led to the acceptance of the hypothesis that the disparity in advertisement placement correlates positively with press performance differential on the legislative and the executive arms of government. However, this positive correlation was insignificant. However, it was not possible to conclude that the disparity in the placement of adverts by the legislators and executives actually caused the press coverage differential because the cause could as well have been as a result of other factors which include the fact that the volume of official tasks performed by the executive was far more than that of the legislature.

Item Type:	Article
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User:	Dr. O. Omojola
Date Deposited:	02 May 2014 10:18
Last Modified:	02 May 2014 10:20
URI:	http://eprints.covenantuniversity.edu.ng/id/eprint/2474

Actions (login required)

View Item