Departments MARKETING MARKETING OF COMMUNICATION SERVICES (A CASE STUDY OF NIGERIA TELEVISION AUTHORITY CHANNEL 8 ENUGU)

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MARKETING OF COMMUNICATION SERVICES (A CASE STUDY OF NIGERIA TELEVISION AUTHORITY CHANNEL 8 ENUGU)
MARKETING OF COMMUNICATION SERVICESA CASE STUDY OF NIGERIA TELEVISION AUTHORITY CHANNEL 8 ENUGU

ABSTRACT

This research work is mainly on the marketing of communication services in our Nigerian television with special emphasis to Nigeria television authority Channel 8 Enugu. The data needed for this study was collected from the employers/staff of the television house. The objective is to find out how this channel will be able to reach its numerous customers with adequate and reliable information at their door post around and all over the world. Also to determine the amount of satisfaction customers derive from the present state of communication services by the channel.

The research methodology employed were questionnaire and observations of how communications services are marketed to reach its numerous customers. Also Desk research was employed and most of the vital information was collected from both primary and secondary sources of data collection. However, the use of statistical models and chisquare was not used to test the hypothesis because the population used was not definite. From the analysis of the data obtained it was discovered that Nigeria television Authority Channel 8 Enugu has a very vast area of coverage. That the quality of their services is able to meet the needs and demands of this numerous customers. With the observations made by the research, It was recommended that the Nigerian Television authority channel 8 Enugu should do the following.

a Should maintain their high quality of services.

Table of contents x

CHAPTER ONE

1.1 Introduction 1

1.2 Statement of the problem 4

1.3 Objective of the study or statement 6

1.4 Hypothesis 7

1.5 Limitations and delimitation 8

1.6 Definition of terms. 9

CHAPTER TWO

2.1 Literature review 13

2.2 Television marketing 18

2.3 Problems of the television Industry Nigeria 20

2.4 Problems encountered 21

2.5 Characteristics of services 22

2.6 Marketing mix for services 23

2.7 Improving service quality and productivity 25

2.8 Improving service productivity 26

2.9 Branding of services 27

2.10 Positioning of service 29

CHAPTER THREE

Methodology 32

3.1 Researcher design 32

3.2 Sources of data 32

3.3 Population of study 32

3.4 Sample size determination 33

3.5 Sample techniques 35

3.6 Method of data collection 35

3.7 Validation of research instrument 36

3.8 Questionnaire allowance and administration 36

3.9 Method of data analysis 38

3.10 Significance of study 38

CHAPTER FOUR

4.0 Analysis and presentation of data 40

CHAPTER FIVE

Conclusion 54

5.1 Recommendations 56

5.2 Summary 58

Bibliography 60

Appendix I

Appendix II


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