ADVERTISING:A SURVIVAL STRATEGY FOR MASS MEDIA ORGANISATION(A CASE STUDY OF NIGERIA TELEVISION AUTHORITY NTA ENUGU)

This study is an investigation carried out in order to find the impact of adoption of advertising as a survival strategy in mass media organization. This study was carried out in mass media organization and based on case study of Nigeria Television Authority (NTA) Enugu. The statement of the problem was to find the advertising strategy used and the specific advertising tools or styles employed in influencing viewer’s behaviour of television. The research method that was used is Survey Method. Questionnaires were administered to NTA staff men, women and youth. In order to achieve the objectives of the study, three hypothesis were formulated to guide the major activities of the study. The following are the findings of the study: 1. Customers bring advertising to NTA Enugu. 2. NTA Enugu advertisement influences the customers and the advertising agencies / customers. 3. NTA Enugu generate a lot of revenue from such advertisements for their survival. Based on the above findings, it was concluded that advertising is very vital in attracting viewers of television. Based on the above conclusion, the authors recommended the following for improvement. 1. Advertising should be made more persuasive. 2. Advertising should also be made to be more product match. 3. Advertising should be made to be more creative and dynamic. 4. Efforts should concentrate on more research in advertising in terms of innovations that make advertising effective.