Print Media Advertising Trends and Challenges in Ethiopia: The Case of Newspaper
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Date
2007-03
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Publisher
A.A.U
Abstract
This paper tries to examine the major changes in print media advertising,
particularly newspapers and the accompanying challenges ,jn Ethiopian
case expressed in terms of how the message structure dimensions: order
of presentation, conclusion drawing, message sidedness, refutation, and
verbal versus visual message characteristics are employed. It also looks
at the changes in the newspaper ads in relation to the advertising
message components: h eadline, copy and illustration . In addition, the
paper tries to assess the ads and the advertising appeals used. Data
obtained mainly through observation of a sample of six issues per year
for six types of both private and public newspapers is analyzed in a
comparative approach. The outcome of the study shows that newspaper
ads observed in Ethiopia do have many things which conform to the
concepts developed in marketing by different scholars.
Description
Submitted in Partial Fulfillment to the Requirements of
Master in Business Administration
Keywords
Advertising Trends, Print Media