ABSTRACT
The campaign for women employment and emancipation in Nigeria has taken a new dimension sequent to the new development in the literacy level of our women and the level of development in mass media.
The right of women have been severally abused and neglected. Women have been relegated to the background and kept about from the scheme of things simply because of unorthodox beliefs. today, some women have been forced to accepts that their major role should be in the kitchen.
Today, women in Nigeria are quickly realizing their supposed role in the society. More educated women are now speaking out against the injustice being meted out to the women folks. At that point, thermal which the mass media is supposed to play comes in. as a good agent of socialization, the mass media which concepts the radio, television and the press is expected to champion the campaign for women employment.
Being the case, I researched and evaluated the attitudes, contributions and problems of the mass media towards this direction. I also gave useful suggestions on how best the mass media should go in order to succeed in this worthy campaign for women employment.
CHAPTER ONE
INTRODUCTION
1.1 Background to the Study
Advertising presents the most persuasive selling message to the right prospects for a product or service at the least possible cost (Dogudje, 2009). According to Kankarofi (2009) any company that doesn’t advertise will die hence, the need for corporate/business organizations to sufficiently appreciate the place of advertisement in the survival of their business. Kaufman (1980) asserts that “advertising is not chemistry, with rules and laws that, if followed with reasonable precision, will lead to predictable results every time. In other words, it’s not a panacea that can restore a poor product or rejuvenate a declining market; it is not a substitute for sound business judgment nor is advertising merely the words and pictures that appear in newspapers and magazines, on billboards and on television screens (Kankarofi, 2009).
According to Robinson, cited in Ashkan, (2016) advertising is a prominent feature of modern business operations. One can encounter advertising messages, while watching TV, reading magazines, listening to the radio, surfing the internet, or even simply while walking down the street, as advertisement has a stimulating influence on purchasing behavior of the customer. This mammoth surge of advertisements from every possible source is basically to fulfill the urge of marketers to reach to a large number of people so that their product may receive optimum exposure. In addition, Ashkan, (2016) asserts that the role of this mass mode of communication in creating brand loyalty, deterring entry and consequently increasing sales revenue and profits of the organization and causing impact on the business cycle has been emphasized at various points of time by different studies {Ozga, (1999); Sundarsan,(2007)}.
