DEPARTMENTOFMASS COMMUNICATION

Journalism as a whole has developed and moved into a more modernizedformwhich is on various digital platforms. News stories, articles, editorials etc. haveall moved online without the hardcopy dying off but there has been a drasticdecrease in hardcopy readership. This further encouraged media houses totaketheir contents online, to also build online readership. There are various factorsthat come to play to ensure that these online readers being targeted actuallysee, hear or watch the contents and one of the most important is SearchEngineOptimisation aka SEO.Search Engine Optimisation has become a decidingfactoron who gets to see what and what gets seen by web users. It’s a newmediaskill that has become important in the news room for web journalists but adequateresearch hasn’t been conducted. It still remains a big mystery to manymodernjournalists. This work studies the level of impact and influence this SEOhasonweb contents visibility to their target web browser. This study uses twoof theworld’s most popular search engines as case study. Google and Yahoo althoughdifferent are both search engines that have algorithms that contribute to contentsvisibility.

One of the elements driving progress to boost patronage and trust in any organisation is a good advertising campaign. This study was carried out to determine the Exposure and Responsiveness of Undergraduates of University of Benin to Coca Cola advertising campaign. Survey method was used to carefully collect 398 undergraduates in the University of Benin. The study was supported by Stimulus response theory and Yale's persuasion theory. Frequency and percentage analyses of the data were performed. The study became necessary following that most companies are constantly seeking ways to differentiate them from other companies and establish a strong brand image that will drive customer loyalty and responsiveness. Thus, it became imperative to examine the impact of advertising campaign on the exposure and responsiveness of coca cola customers in the University of Benin. The study concludes that Coca Cola advertising campaign reveals the significance of advertising in shaping consumer perception,patronage and behavior towards the brand and that a consistent advertising campaign onmass media has been found to positively impact brand recognition. Hence, the researcher recommends that Coca Cola should continue to leverage the use of creative advertisingand deepen relationships with consumers through digital experience.