Tag Archives: Marketing Communications

Broadcast Media and Rural Mobilization: Did it help the Ebola Awareness Campaign in Nigeria (Published)

This study investigates broadcast media and rural mobilization and its influence on Ebola awareness campaign in Nigeria. The study adopted a phenomenological ontology and specifically employed focus group and single one-to-one interview approaches to collect data from residents in a single local government in South South region of Nigeria. 3 focus group interviews with 19 rural dwellers were conducted, while 8 single one-to-one interviews were conducted on media and health professionals, making it a total of 27 participants. Data was analysed using thematic template and content analysis techniques with NVivo 11 software for data management, thematic weighting and coding. Findings showed that four key themes: Language usage; the misconception of message content; expertise of Journalist and science journalism; and rural media participation influence participants’ experiences of broadcast media awareness campaign on Ebola disease in rural communities. But, language and rural media participation strategies were mostly employed by broadcast media professional for Ebola campaign awareness.

Keywords: Ebola Awareness Campaign, Marketing Communications, Nvivo 11, Public Relations, Qualitative Focus Group Approach, Rural Mobilisation, broadcast media

Broadcast Media And Rural Mobilization: Did It Help The Ebola Awareness Campaign In Nigeria (Published)

This study investigates broadcast media and rural mobilization and its influence on Ebola awareness campaign in Nigeria. The study adopted a phenomenological ontology and specifically employed focus group and single one-to-one interview approaches to collect data from residents in a single local government in South-South region of Nigeria. 3 focus group interviews with 19 rural dwellers were conducted, while 8 single one-to-one interviews were conducted on media and health professionals, making it a total of 27 participants. Data was analysed using thematic template and content analysis techniques with NVivo 11 software for data management, thematic weighting and coding. Findings showed that four key themes: Language usage; the misconception of message content; expertise of Journalist and science journalism; and rural media participation influence participants’ experiences of broadcast media awareness campaign on Ebola disease in rural communities. But, language and rural media participation strategies were mostly employed by broadcast media professional for Ebola campaign awareness.

Keywords: Ebola Awareness Campaign, Marketing Communications, Nvivo 11, Public Relations, Qualitative Methods, Rural Mobilisation, broadcast media

Marketing Strategies and the Performance of Small and Medium Enterprises in Akwa Ibom State, Nigeria (Published)

The study examined the impact of three marketing strategies (product quality, marketing communication and relationship marketing) on the performance of selected Small and Medium Scale Enterprises in Akwa Ibom State, Nigeria. The study was motivated by the fact that SMEs in Akwa Ibom State find themselves in a competitive environment and may not know which marketing strategy is effective in improving their business performances. The study adopted the survey method. 240 questionnaires were issued to SMEs in the three senatorial districts of the State. This formed the sample of the study. The data obtained was analysed using Pearson Product Moment correlation analysis which was computed electronically by the use of Statistical Package for Social Science (SPSS) version 21. The study revealed that there is a significant impact of product quality strategy and relationship marketing strategy on the profitability and increased market share of SMEs in Akwa Ibom State. The study recommends that SMEs should invest so much in product quality rather than in advertisement as this would enhance the firm’s profitability. Also, the customers should be valued and treated as kings as cordial relationship between firm and customers results in the increase of the organizations market base.

Keywords: Marketing Communications, Marketing Strategies, Performance, Relationship Marketing, Small Medium Enterprises, product .quality