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THE EFFECT
OF EMERGENCE OF TRANSIT TELEVISION ON THE PERFORMANCE OF SMEs
CHAPTER ONE
1.0
INTRODUCTION
1.1
BACKGROUND OF STUDY
The concept
and emergence of transit television for the purpose of this study will be
linked to the overall concept of transit advertising in Lagos State. Transit,
Advertising refers to the placement of advertorial materials within public
transport vehicles and also on their exteriors. The Ads on the exterior of the
commercial vehicles which are also called out-transit Ads come in form of king
and Queen Signs which are located on the sides of transit vehicles. Another
form of our-transit Ad is the tail signs which are located on the rear of
transit vehicles. The in-transit Ads are the interior cards which line the tops
of the bus windows and other strategic places in the interior of the bus. While
the other form of in-transit Ads which is the key item for this study is the
installment of LCD screens within the buses to air programmes such as voxpops,
sports highlight. Music, ad campaigns etc.
All over the
world people and companies have been utilizing the use of transit Tv as a great
alternative to the traditional medium (TV, Radio and print). Countries like
South African conceptualized the BRT-TV and companies like ITAP and transit
television network in Ghana have found ways to maximize the use of transit
television. This medium gained momentum within the Lagos metropolitan with the
introduction of the Lagos Bus rapid transit system (LAGBUS) in 2007 by the then
Governor Babatunde Raji Fashola. He initiated it as a megacity project which
was aimed at solving the transportation challenges faced by the state’s
commuters with over 500 buses and 40 routes in operations.
As a result
of the LAGBUS initiative, companies saw it as a revolutionary platform that
will allow for efficient interaction with the captive and economically active
target market with the public transport commuters audience. So companies like
Elev8-mediaEfull media, thery-technology and value media got concession to
install and operate the TV screens in the buses and this has given birth to
transmit television in Lagos state commercial buses. In 2011 the transit
television network was also spread to other newly introduced commercial buses
(BRT service) which was being operated by the Nigeria union of road transport
service authority (LAMATA). Citing from the (LAMATA) states that the average
daily ridership is 180,000 passengers and an average load factor of 800
passengers per bus daily.
It is the
light of this that the purpose of this study is being founded. it is perceived
that with such an influx of a concerted audience of the BRT buses that this
will be a viable means for SMEs to project their products and service through
the transit TV at a relatively low cost when compared to traditional media.
This study hopes to analyse how the key elements of cost, reach, demography and
recall can be aligned with the emergence of transit TV in Lagos.
1.2
STATEMENT OF RESEARCH PROBLEM
What really
instigated the study on the emergence of transit television in Lagos was due to
the challenges faced by small and medium scale enterprises in terms of creating
general awareness of their product. In Lagos for instance; there are a lot of
well established companies who advertises on radio, television, newspaper and
other blog website which in turn create huge competition for advertising space
for SMEs in Lagos. Secondly, in Nigeria today the growth of SMEs as a result of
unemployment in on the high side and each of these small businesses strive to
create awareness for their products thereby making it difficult for weaker businesses
to gain visibility. Another major problem faced by SMEs in Lagos is the cost of
advertisement on radio, television and other media. The emergence of transit
television tend to offer some kind of relief to the SMEs in Lagos, even the
emergence of transit television, SMEs still face competition among each other.
Lagos is a very big city and the number of the buses provided by the primero
transport service limited is not enough to advertise throughout Lagos.
1.3 AIMS AND
OBJECTIVES OF STUDY
The main aim
of the research work is to examine the emergence of transit television in Lagos
state. Other specific objectives of the study include:
To examine the concept of transit television
To generate
research studies that will substantiate the effectiveness of transit television
Ad.
To get SMEs
aware of the benefits which the emergence of transit Tv offers in the face of
the relatively expensive cost of advert placement on TV, radio and print.
To help
break through the clutter of clamouring for media time with popular brands on
traditional media and subsequently connecting with potential customers.
To
investigate on the viability of carrying out an Ad campaign seamlessly without
necessarily involving an Ad agency.
To measure
the impact of transit TV on commuters in Lagos State.
To examine
the possibility of transit TV serving as a springboard for economic growth.
To examine
the possibility of Ads reaching a specific and intended audience efficiently.
To proffer
solution to the above stated problem
1.4 RESEARCH
QUESTIONS
The study
came up with research questions in order to ascertain the above stated
objectives of the study. The research questions for the study are stated below
as follows:
Are SMEs
aware of the benefits which the emergence of transit Tv offers in the face of
the relatively expensive cost of advert placement on TV, radio and print?
How does
transit television break through the clutter of clamouring for media time with
popular brands on traditional media and subsequently connecting with potential
customers?
How
effective is the viability of carrying out an Ad campaign seamlessly without
necessarily involving an Ad agency?
Is there is
any significant impact of transit TV on commuters in Lagos State?
Is there any
possibility of transit TV serving as a springboard for economic growth?
How
effective is the Ads reaching a specific and intended audience?
1.5
STATEMENT OF RESEARCH HYPOTHESIS
Hypothesis 1
H0: the
emergence of transit television has no significant effect on commuters in Lagos
State
H1: the
emergence of transit television has significant effect on commuters in Lagos
State
Hypothesis 2
H0: the
emergence of Transit Television does not plays a significant role in the growth
and development of SMEs and the Nigerian economy
H1: the
emergence of Transit Television plays a significant role in the growth and
development of SMEs and the Nigerian economy
Hypothesis 3
H0: the Ads
placement on transit TV reaching a specific and intended audience is not
effective
H1: the Ads
placement on transit TV reaching a specific and intended audience is effective
1.6
SIGNIFICANCE OF STUDY
The study on
the emergence of transit television in Lagos State will be of immense benefit
the transit TV, the federal government of Nigeria, the country as a whole and
its citizens. The study will also be an immense benefit to SMEs in Lagos State
as it will discuss the roles of transit TV in the promotion of SMEs in Lagos
State, it will also discuss the importance of ads placement and the survival of
SMEs in Lagos State. Finally the research work will be of great assistance to
other researchers that wishes to carry out similar research on the above topic.
1.7 SCOPE OF
STUDY
For the
intent of this study, primero transport service limited and LAGBUS will used
with a view of analyzing how the key elements of cost, reach demography and
recall for SMEs can be aligned with the with the concept of transit television.
Since the BRT/LAGBUS initiative isn’t meant to take over the entire stretch of
Lagos roads, seventy (70) specific routes known to be chaotic and traffic prone
were cut out to meet the purpose.
But for the
purpose of this study, the following routes were chosen.
Ojota
Obalende
Yaba
TBS
1.8
LIMITATION OF STUDY
Financial
constraint- Insufficient fund tends to impede the efficiency of the researcher
in sourcing for the relevant materials, literature or information and in the
process of data collection (internet, questionnaire and interview).
Time
constraint- The researcher will simultaneously engage in this study with other
academic work. This consequently will cut down on the time devoted for the
research work
1.9
DEFINITION OF TERMS
TRANSIT:Conveyance
of people or goods from one place to another, especially on a local public
transportation
ADVERTISMENT:
The activity
of attracting public attention to a product or business, as by paid
announcements in the print, broadcast or electronic media
SMEs: The
category of micro, small and medium-sized enterprises (SMEs) is made up of
enterprises which employ fewer than 250 persons and which have an annual
turnover not exceeding 50 million naira, and/or an annual balance sheet total
not exceeding 43 million naira.
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