TABLE OF CONTENTS
Fly Leaf
Title Page – – – – – – – – – i
Certification – – – – – – – – ii
Dedication – – – – – – – – – iii
Acknowledgement – – – – – – – iv
Table of Contents – – – – – – – – v-vii
List of Tables – – – – – – – – viii
List of Appendix – – – – – – – – ix
Abstract – – – – – – – – – x
CHAPTER ONE
INTRODUCTION
- Background of the Study – – – – – – 1-3
- Statement of the Problem – – – – – 4
- Objectives of the study – – – – – – 4
- Research Questions – – – – – – 5
- Scope of the Study – – – – – – 5
- Limitation of the Study – – – – – – 6
- Significance of the Study – – – – – 6
- Definition of Terms – – – – – – 6-7
CHAPTER TWO
REVIEW OF RELATED LITERATURE
- Introduction – – – – – – – 8-9
- Functions of Advertising – – – – – 10
- Advertising and the Radio Medium – – – – 11-12
- How Advertising Works – – – – – – 12
- Background of AKBC – Radio – – – – – 13
- Theoretical Framework – – – – – – 14
- Review of Studies – – – – – – – 14-16
CHAPTER THREE
RESEARCH DESIGN AND METHODOLOGY
- Introduction – – – – – – – 17
- Research Design – – – – – – – 17
- Population of the Study – – – – – – 17-18
- Sample and Sampling Procedure – – – – 18
- Instrument of Data Collection – – – – – 19
- Method of Data Presentation and Analysis – – –
CHAPTER FOUR
DATA PRESENTATION, ANALYSIS AND
DISCUSSION OF FINDINGS
- Data Presentation and Analysis – – – – – 20-29
- Discussion of Findings – – – – – 29-30
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATIONS
- Introduction – – – – – – – 31
- Summary – – – – – – – – 31
- Recommendation – – – – – – – 32-33
References
Questionnaire
ABSTRACT
This study was on The Influence of AKBC – Radio Programme “Market Guide” on the shopping decisions of residents of Uyo Local Government Area. It objective were to ascertain whether residents of Uyo Local Government Area listen to the programme; ascertain why they tune into the programme; and ascertain if they applied information gained from programme in their shopping decisions. A survey research design was used to generate data which were gotten through the questionnaire. Philip Mayer guide was used to sample 380 respondents. Findings indicated that the residents listen to the programme with a view in getting market oriented information which they also apply in their shopping decisions. It is recommended for Saturday morning prime time when most families can listen to it at their breakfast table. Also it will be useful for both male and female talents to co-host the programme to create variety and enhance programme dynamism.
