Department of Mass Communication

The Usefulness of radio,borders on its ability to cause positive change in the society. The study was centered on the evaluation of Radio in creating environmental awareness and waste management. The study was anchored on the Planned Behavior Theory. It further employed a quantitative survey method and adopted the positive sampling techniques; questionnaire was used to collect data which were presented and analyzed in some frequency tables and percentages. Findings reveal that radio station within its features of sound is capable of influencing and inducing responsible environmental behaviour. But then, it cannot compel people to change but can set the agenda for change. Also, the environmental waste problem can be best managed by modifications of human behavioural patterns by developing responsible environmental behaviour. The study concludes that Waste management is one of the greatest environmental challenges facing us in this country, Nigeria. The researcher therefore recommends that radio station should conduct regular enlightenment and sensitization on environmental issues,recycling of waste there should be a strict enforcement of environmental policies and laws.

The study examined on perception of Netizens on cross gender issues: a study of Mass Communication students of the University of Benin, (UNIBEN), Benin City, Edo State, Nigeria. The objectives of the study were to ascertain the awareness level of students of Mass Communication of (UNIBEN), University of Benin, Edo State, Nigeria, about cross-gender issues, examines the role of social media in constructing perceptions of cross-gender issues among university students. Premised on the Framing and Uses and Gratifications Theories, the researcher adopted the survey research method to gather data for the study. The major findings of the research revealed that there is high level of awareness about cross gender issues among students of Mass Communication, UNIBEN. Base on the findings, the research concluded that the awareness level of students of Mass Communication of the university of Benin about cross gender issues is high. The researcher therefore recommended among other things that there should be need to promote media literacy education among students, there should be peer education program where students can educate one another and learn from each other regarding issues of gender identities and being inclusive. The researcher also recommended that there should be curriculum inclusion of gender identity, diversity and inclusiveness within the course structure of mass communication.

This study focused on the Influence of Oral-B toothpaste Advertisement on the Patronage of the product among Benin Residents. The objective of the study were to find out the extent at which Benin residents are exposed to advertisement of Oral-B toothpaste, to examine the attitude of Benin residents towards the advertisement of Oral-B toothpaste and to determine the perception of Benin residents towards advertising Oral-B toothpaste. It also aims at investigating the influence of Oral-B toothpaste Advertisement on the Patronage of the product among Benin Residents. For it's methodology, the survey research method was
used to gather the data used for the study. Findings from this study revealed that Benin residents have been exposed to the advertisement of Oral-B toothpaste and they access this advertisement regularly. The findings also indicated that Benin residents attitudes towards the
advertisement is neutral and that exposure to the advertisement of Oral-B toothpaste influences the buying behavior of Benin residents. Based on the findings , the researcher concluded that exposure of the advertisement is persuasive and that it is important in the marketing of product like Oral-B toothpaste. The researcher recommended among other things that media practitioners should endeavor to make advertising relatively cheaper for businesses and brands and that advertisers should be careful with the tye and nature of advertisement they put
out there, since advertisement can influence the buying behavior of people

This study was carried out to determine the relationship between customer relationship management and brand loyalty, using Benin metropolis as the area of study. The rationale for the study was to find out the extent to which to customer relationship influences brand loyalty. Survey research design was adopted while questionnaire was used as the instrument of data collection. The objectives of the study were to ascertain the relationship between customer relationship management and brand loyalty, find out the extent to which customer relationship management is relevant to brand loyalty, determine
customer relationship management activities that enhance brand loyalty and determine whether customer relationship management alone can enhance brand
loyalty. The study was anchored on interactional view theory and relationship management theory. The findings showed that there is a relationship between customer relationship and brand loyalty. Findings also showed that customer relationship contributes to brand loyalty. This implies that customer relationship management is the strongest and the most efficient approach in maintaining and creating relationships with customers. More so, the findings showed that the extent to which customer relationship contributes to brand loyalty. Findings further showed that there are several techniques through which organisations can carry out customer relationship management, so as to win customer loyalty. The techniques as gathered from the questionnaire are
integrated marketing communications, product quality, customer satisfaction and corporate branding. The findings, however, revealed that only customer
relationship management cannot lead to brand loyalty. Based on the findings, the researcher concluded that there is a strong link between customer relationship management and brand loyalty. It was recommended among others that organisations should endeavour to engage in customer relationship marketing, as it is one of the ways of winning customer loyalty.

This study examined the influence of packaging on the patronage of fast food products in Benin metropolis. The objective of the study was to suggest ways in which patronage of fast food in Benin City will be improved. The theoretical construct and model were derived from “Howard Sheth Model”, Customers satisfaction theory by Henry Dixon (1999), and cognitive Dissonance Theory. The survey design was used in the study. The instrument for data collection was a researcherstructured questionnaire. The sample size was determined using the Taro Yamane formula, A sample of 390 respondent was selected through a simple random technique from 9 zones. The population of the study was 429,000 being the estimated population of Benin in 2018. The data generated were presented and analyzed using frequency table and simple percentages. The study revealed that packaging influenced Benin Residents patronage of fast food products. It was discovered that attractive colours on packs; graphic designs; package design; text; size; package materials and shapes greatly contributed to the increase in patronage of these products. A further finding revealed that socialization, beautification of packs, price, well spelt out nutritional benefits of the product, expiration period, proximity, cost, family-craving, convenience contributed to the increase in patronage of these products. It was therefore recommended that fast food operators should pay considerable attention to the packaging of their products to boost and sustain patronage

The study investigated the Evaluation of the Effectiveness of Social media platforms used for Advertising Purposes. Focusing on the Effectiveness of various Social media platforms used for advertising. This study explored how the world has been increasingly driven by digital communication, understanding the efficacy of social media in advertising paramount for businesses , seeking to optimize their marketing strategies. The study was Anchored on social presence theory (1976) and Elaborate likelihood model (1980). The survey design was adopted with the aid of 15 item Questionnaire and Two hundred and two (202) Respondents of the university of the university of Benin Ekehuan campus. Data obtained were analyzed and presented with the aid of frequency tables and simple percen age. The result from the study showed that social media has effectively influenced their purchasing decisions and has successfully shown interest in
brands and products through social media platforms. This study recommends that advertisers should understand their target audience, choose or select the right social media platform, constantly staying abreast with latest trends , monitor competitors, and clarify their objectives.

The study examined on the perception of mass media as tools for sensitizing the public about infectious pandemic: a case study of corona virus in Benin City, Nigeria. Survey method was adopted and the instrument used for data collection was the questionnaire. Using the Taro Yameni formula, 400 people were sampled from the population of 1,495,800 in Benin City being the capital of Edo state, these Statistic figures of 2016 population census, during the cause of this survey. 400 questionnaires were distributed through the city and all 342 were retrieved. Data collected was analyzed in tables and simple percentages. The media play an important role in the dissemination of information on the 2019 novel coronavirus disease (COVID-19) pandemic. The novel Coronavirus disease 2019 (COVID-19), first identified in Wuhan China in December2019, has rapidly spread to almost every region of the world. To prevent spread of the virus, civil societies and government agencies embarked on enlightenment campaigns for good hygiene and social distancing. However, it is important to measure whether the population is receiving information that calms it down, as well as whether such news are in accordance with the magnitude of the issue. This study assessed knowledge and perceptions about COVID-19 among the general public in Nigeria during the initial week of the pandemic lockdown in the country. The findings affirm that Nigerians are highly knowledgeable about COVID-19 and their premier sources of information about the pandemic is the social media. Covid -19 pandemic is one of the major public health concerns in the country. Using the mass media in creating the awareness through the media campaign of breast cancer has become imperative.

This study focuses on surveying students’ perception of the movie, Oloibiri as a campaign against oil exploitation in Niger Delta. The study was anchored on Agenda Setting Theory and Dialectical Materialism Approach Theory. The survey research method was adopted for the study with the effective use of a well-structured questionnaire to ascertain public perception of the movie as a campaign against oil exploitation in Niger Delta. Findings from this research indicated that the movie was very successful in campaigning against oil exploitation in Niger Delta. In addition, the findings of the study indicated media advocacy and sensitization were campaign strategies employed in the movie. More so, Oloibiri played a significant role in exposing the menace of oil exploitation in Niger Delta and reinforced people’s opinion on how oil exploitation should be handled. The study recommends that for issues of oil exploitation to be drastically reduced, Sustainable development could still be attained in the Niger Delta region when environmental protection laws alongside favourable oil industry and land tenureship/derivation principles are stringently put in place in the Nigerian polity. Also significant in this finding is the machinery of governance to treat Niger Delta Region issues with probity, accountability and service to the people

This study was undertaken to ascertain readers perception of the utilization of photographs in the Nigerian observer newspaper in Benin City. Thus, the survey design was employed with the aid of a 9- item questionnaire to elicit response from 300 residents in Benin City. The sample was selected purposively based on background knowledge of the topic. Data generated were analyzed using the simple percentage, presented using frequency table. Findings reveals that majority of the people’s perception are influenced by photographs used in the Nigerian observer newspaper in Benin City. Also found out that readers of the newspaper judge the credibility of the stories posted based on the photographs accompany such stories. The study concluded which readers of newspaper can see into the stories. Therefore, the study recommended newspaper owners should ensure that they make extensive use of photographs in their publications and to increase readership, they must use colorful and attractive photographs that can capture the attention of readers among others.

The study is on the pattern of editorial in insecurities in select Nigeria newspapers. It aimed at discovering the views of editors on insecurities matters and examine the prominence given to insecurities in selected newspapers in Nigeria and the pattern of editorial writings on insecurities from June to august, 2021 .The study faced various problems, during the cause of research due to lack of effectiveness of Newspaper houses in our society today , the infrequency of editors towards insecurities issues. The study was based on the following objectives, to determine the view of editors in the matter of insecurities in Nigeria, to determine the frequency of Editorial comments in insecurities issues in Nigeria, To ascertain the pattern of editorial comments on insecurities in Nigeria. The study was conducted on the Agenda setting theory of mass. The researcher adopted content analysis and textual analysis method and it was used in gathering the data for the study as 73 editions of the Guardian, punch and vanguard newspapers were investigated. The findings revealed that the three newspapers prominence given to insecurities editorial was on a low frequency. The researcher also recommended that the media house should increase the interest and commit to reporting insecurity issues facing the country.