ABSTRACT
The research work examined the impact of
advertising on the development of media . Advertising concerns persuading and
convincing customers. The meaning of the word Advertising has assumed many
dimensions and interpretations, depending on particular circumstances and point
of views i.e. advertising means different things to deferent people. There are
different types of advertising. These are classified according to the objective
of the advertisement as well as the medium of dissemination. Some of these are
institutional advertising, selective advertising, display advertising, and
direct advertising. The most important object of advertising in and media
organization is to disseminate information layout, the existence of a company’s
new product or improved ones. Many companies also use advertising for
announcing special promotional, sales like Esther, Christmas, New Year e.t.c.
The advertising agency refers to a pool of experts who specializes in preparing
as requested by the advertiser. Having critically
reviewed to related literature and relevant theories were used to gratify the
study. Quantitative research design was used in which cross-sectional survey
method was adopted while the data collection instrument was questionnaire.
Findings of the study revealed that the impact of advertising is tended to
promote, enhance and serve as a source of income to media houses. Finally, some
of the recommendations made include, that OSBC should formulate further
marketing strategies that will attract advertisement. The station should
improve their station income and quality to attract more advertisers. The media should normally pays out
commission to the agency for advertisement it receives.
