ANALYSIS OF NEW MEDIA AND MAINSTREAM MEDIA EFFECTIVENESS AMONG ADVERTING AGENCY

One of the most important things to pay attention to when planning advertising campaign is the choice of media otherwise known as media selection which is mostly influenced by the target audience. The research is therefore comparatively analysing media preference among advertisers in Ikeja local government with the view to know which media they like and why they are preferred. This research was anchored on the Uses and Gratifications, Source Credibility Theory. The study used In-Depth interview was used to analysis the data obtained from the In-depth Interview conducted with experts in the advertising agencies particularly at Resone Media, Marketing …READ MORE …