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Influence Of Advertising Messages On Consumer Patronage Of Ariel Detergent
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Nigeria broadcasting code is the compass that directs the affairs of
Independent Television and Radio under the supervision of the National
Broadcasting commission NBC. The commission also approved channel 42UHF
for Independent Television to transmit its program in the federal
capital territory. The license was presented to the investor, the Esama
of Benin kingdom, on the 17th of December 1999. Independent Television
Benin satisfies curiosity by allowing one to hear for oneself and view
for one‟s self and that it is not just an overstatement. Again its
ability to disseminate information in various dialects also serves as a
tonic to language barrier. Independent television Benin, as integral
part of the fourth estate of the realm, is expected as usual to play its
traditional role on political trend inspires responsiveness to the
medium and has become a major feature of campaigns for public office
seekers at national, state and local government levels. Most rural
dwellers are known to be financially poor because of their low
educational status and cannot afford a television set. This has also
been a problem of efficient and effective use of Television in achieving
political mobilization in the rural areas. The term Independent
Television Benin political services rendered to the populace to bring
about information, education entertainment and influence in rural
dwellers. Apart from those general roles, it enhances and encourages
through its various programs the acquisition and pursuit of knowledge,
thereby promoting national consciousness and acts as a powerful means of
social mobilization.
1.2 Statement of the Problem
The potency
of mass media in political aspect cannot be over-emphasized. The role of
television in mobilizing the masses for electoral activities is very
obvious in the sense that it uses audio-visual methods to transfer
message to the electorate.
Due to the centralization of media
organization in the urban areas in Nigeria, rural dwellers are sometimes
left in the hand of the opinion leaders who sometimes use propaganda
techniques to lure the rural dwellers into voting blindly. However,
Independent Television Benin‟s signals reaches the rural dwellers
especially those in Uziare local government and some programs are
developed by the station to mobilize the rural dwellers on political
activities especially during elections, thus, the question this study
seeks to unveil is how successful are the programs by Independent
Television Benin in mobilizing the people of Uziare and surrounding
rural areas during political activities
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