Academic journal article Library Philosophy and Practice

Advertising Trends of Information Products in a Nigerian Newspaper

Academic journal article Library Philosophy and Practice

Advertising Trends of Information Products in a Nigerian Newspaper

Article excerpt

Introduction

The attention being given to information has experienced a quantum leap for some decades now. This is because the role information plays in the society cannot be overestimated. Freiden, Goldsmith, Takacs and Hofacker (1998) noted that the time has come for information to be treated as a unique product in order to maximize the usefulness of information. Therefore, recent decades have witnessed an explosion in the quantity of information products (IPs) produced, which came as a result of advancement in information and communication technologies (ICTs). There is also no doubt that the information age is experiencing a significant growth in the volume and variety of print and electronic media that carry adverts of all types of products and services, and that an increasing proportion of these adverts are IPs. This explosion brought about the need to focus specifically on the marketing and advertising of IPs in order to ensure the products get to the intended users. Thus, the production, selling, transporting and manipulation of IPs have become a huge business for many information industries. IP is defined as any product (either good or service) whose core or primary product is information or knowledge (Rowley (2006). IPs are tangible information goods, which are designed to express, store and/or convey information symbols from a particular source to another source or sources.

One of the tasks of IPs designers is to create awareness for his products; and advertising plays a significant role in creating awareness of the IPs to the users. Through advertising, information about the existence of IPs is brought to the notice of potential buyers. Advertising is described as any paid form of non-personal communication about an organisation or its product to a target audience through a mass/broadcast medium by an identified sponsor (Adekoya, 2011). It should however be noted that, for any promotional activity to be called advertisement, it must be paid for. Thorson and Duffy (2011) defined advertising as paid communication from an identified sponsor using mass media to persuade an audience. Advertising announces the availability and location of products, describes their quality and value, and reaches communities and individuals beyond those with whom the organisation already has a relationship, or with whom direct contact is difficult or expensive (Rowley 2006). Advertising helps in selling new ideas, products and services through the art and strategy of persuasive communication (Dhar, 2011). Advertising calls the attention of consumer to buy product or service, persuade user to buy the product or service, show them the uniqueness of the product, create awareness and brand loyalty to the user and remind user of the existence of the product in the market. Companies spend a large part of their budget to produce and run advertisements (adverts) or promotions to communicate information about their company and products. As Oyekunle and Tiamiyu (2010) noted, successful organisations, whether competitive or not, have found that effective dissemination of information about their existence, products and services is a critical success factor, and advertising has proven to be a vibrant tool for disseminating such information.

In advertising, messages or information about the product or service are transmitted through various advertising media, which could be print or electronic. Before electronic media emerged, print media has served human society very well over the ages for dissemination and exchange of information. Burtenshaw, Mahon and Barfooot (2006) identify some types of advertising media. These are posters, ambient media, newspaper and magazines, television and cinema, radio, direct mail and Internet (online) advertising. Among these media, the newspaper has been one of the oldest advertising media. Oyekunle and Tiamiyu (2010) mentioned that the newspapers have certain beneficial features that make messages placed in them very convenient for consumers in that readers can read at leisure without a real-time mental constraint. …

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