| Title: |
The Internet and media output in advertising: The views of postgraduate students of Communication Studies, University of Port Harcourt |
| Author(s): |
Faustinus G. Nwachukwu & Ogechi Coockey |
| Abstract: |
The aim of this study is to find out to what extent the Internet has affected media output in advertising. It was also the interest of the study to establish the direction of the effects of the Internet in advertising media output in Nigeria – whether positive or negative. To achieve its aims, the study assessed the perception of postgraduate students of communication studies at the University of Port Harcourt on the subject matter. The study adopted both the library and survey research methods. It was found that the Internet has helped immensely in improving media output in advertising in Nigeria. It was, however, realized that in spite of its growing popularity, the potentials of the Internet as an ancillary to media output in advertising in Nigeria is yet largely untapped. The study, therefore, recommends that advertising practitioners and scholars alike should mount intense research efforts in this area, so that the potentials of the Internet as an ancillary to media output in advertising could be exploited to the benefit of advertisers, advertising practitioners and the advertising audience. |
| Keywords: |
Internet, media output, advertising, communication studies, postgraduate students
|
|
