EZEKIEL S. ASEMAH

This study investigates the attitudes of undergraduate students at the University of Benin (UNIBEN) towards media campaigns against hard drug use. Despite ongoing efforts by the government and NGOs to spread anti-drug messages through television, radio, and social media, drug misuse remains common among students. The research is grounded in the Theory of Planned Behaviour and the Elaboration Likelihood Model, which help explain how attitudes and behavioral intentions are formed through media influence. A descriptive survey design was adopted, and data were collected from 400 undergraduate respondents across UNIBEN’s Ugbowo and Ekehuan campuses using structured questionnaires. Results showed that while students are generally aware of anti-drug media campaigns, many do not find them persuasive or relatable. Factors such as peer influence, media trust, and personal experiences played a major role in shaping student reactions. The findings revealed that students were more influenced by campaigns featuring real-life stories, relatable role models, or culturally relevant messages. However, emotional reactions ranged from motivation to indifference, depending on the campaign’s content and medium. The study recommends that future campaigns should be studentfocused, engaging, and reflective of real campus life to increase effectiveness.

This study examines the influence of Airtel's music based advertising on brand recall among undergraduate students at the University of Benin. The objectives of the study were to investigate the impact of Airtel's music based advertising on the Brand Recall among undergraduates, critically analyse the effectiveness of music based advertising in promoting brand awareness and message retention among the university of Benin undergraduates. Another major objective of the study was to examine students' perception of Airtel's music based Advertisements and its impact on consumer and to further review music based advertising as a key factor in students" preference for Airtel over other telecom brands. For its methodology, survey research method was used to gather the data for the study. The findings however revealed that frequent exposure to Airtel's music based advertising enhances brand familiarity. The study also revealed that there is a strong association between music and Airtel's brand Identity. It was further revealed that music in Airtel's advertisements acts as an external route to persuasion. Hence, the researcher recommended among other things that there should be a continued use of music in advertising, maintaing consistency in audio branding, incorporate cross platform promotion and also monitor the feedback and engagement from their audience to regularly evaluate how their music based advertising are being recieved

This study was carried out to examine the use of infographics as a supplementary resource in enhancing academic activities among students of various departments at the University of Benin’s Ekehuan Campus. The research adopted a survey method, employing a structured questionnaire to collect data from 390 undergraduate students across different departments. Relevant literature was reviewed to support the study’s conceptual framework and analysis. Findings revealed that a majority of respondents were familiar with the concept of infographics and had utilised them in assignments, projects, and presentations to boost academic performance. Respondents also indicated that the use of infographics during lectures enhanced interactivity and improved their understanding of abstract or complex concepts. Furthermore, the study showed that students believe infographics aid information retention and are especially beneficial to slow learners and individuals with short-term memory challenges. A significant number of respondents supported the integration of infographics into the academic curriculum as a means to improve learning outcomes. Based on these findings, the study concludes that infographics play a crucial role in the contemporary learning environment, serving as effective visual tools for simplifying communication, enhancing comprehension, and fostering student engagement.

This study was carried out to assess the use of mobile apps for health communication in the University of Benin Teaching Hospital. Questionnaire was used to gather data from 100 healthcare professionals and patients at UBTH. The study which adopted the survey research method was anchored on the Diffusion of Innovation Theory and the Health Belief Model (HBM). Findings of the study revealed that the level at which healthcare professionals and patients of UBTH are exposed to mHealth applications is high. The findings also indicated that mHealth apps enhance communication between patients and healthcare providers, although respondents revealed that they rarely use these apps. This was indicated to be so because respondents prefer to communicate directly over using mHealth apps due to concerns about data security and cultural preferences for in-person consultation. Based on the findings, the researcher concluded that mHealth applications have not been successfully put to regular use in the hospital. The researcher therefore recommended among other things that the government should establish and execute policies at the health policy stage that would make the use of mobile applications a key aspect of healthcare delivery in the nation’s healthcare system. The researcher also recommended that developers of mHealth apps need to implement robust security data measures.

This study was carried out to determine the perception of select billboard advertisements among Benin residents. Questionnaire was used to gather data from 400 individuals currently residing in Benin City. This study shows that effectiveness of billboard advertising in Benin City, the perception of billboard advertising across various demography in Benin, and factors that arouse interest in a billboard and the effectiveness of billboard when compared to other medium of advertising. The study became necessary due to the fact that billboards may not be an effective form of advertising when it is compared to digital ones like social media hence, if it is still necessary for billboards to be used by advertiser to pass their messages. It shows if billboard s are still perceived as an effective medium or if it has been overshadowed by digital tools.

This research was conducted to examine the coverage of new CBN policy on redesigned naira note, by select mainstream newspapers in Nigeria. Its aimwereto ascertain the level of coverage given to CBN new policy on redesigned naira note, find out what prominence was given to new CBN policy on redesigned naira note, ascertain the possible position of newspapers in the newspaper reportage of CBN policy on redesigned naira note, determine the pattern of reports given to report age on new CBN policy on redesigned naira note and lastly ascertain the frequency of stories on the CBN policy on redesigned naira note. The content analysis method was adopted to carefully collect data from newspaper stories published from October 26, 2022 to February 2023. A total of 71 editions of both Vanguard and Guardian newspapers were collated and analyzed. The study was anchored on the Agenda-Setting theory and the media dependency theory. The findings of the research revealed that; Media organizations in Nigeria, gave a high level of reportage onCBNpolicy on redesigned naira note, media organizations did not give prominence to there portage of activities on CBN policy on redesigned naira note, media organizationsfailed in their correlation or interpretative function as most of the items on the subject matter were reported as straight news, newspapers in Nigeria were not frequent enough with the reportage of CBN policy on redesigned naira note, media organizations is on the negative stand point on the issue of CBN policy on redesigned naira note, media organizations, covered more items on criticism and reactions of the public on the policy. The researcher however recommends that; Media organizations should avoid adding too much emotions to their new stories, so that the audience will not get too emotional and miss the message, on issues of government policies, media organizations, should be more frequent in the reportage of stories, that has to do with policies at its early stage, rather than engaging in the rush hour approach, to ensure proper understanding, more media practitioners should be trained on financial analysis, so that when any policy that has to do with finance, is made by the government, they will be able to conduct proper analysis on it, while trying to represent the public, on issues of government policies, the media should place more focus on stories that will enlighten the members of the public rather than projecting stories of attack and problems emanating from the policy, the media should try as much as possible to be on a neutral position and uphold truth and accuracy, so that they will not present the government in a bad light.

This study investigates the perception of University of Benin undergraduate students ontheinfluence of user-generated content (UGC) in advertising. With the rapid growth of digital technologies and social media platforms, UGC has emerged as a powerful tool for shapingconsumer attitudes, building brand credibility, and influencing purchase decisions. Unliketraditional advertising, which is brand-controlled, UGC relies on peer-driven, authentic, andinteractive communication, making it more relatable to today’s digital-savvy audience. Theresearch adopted a survey design, using a structured questionnaire administered to a sampleof 402 undergraduate students across selected faculties. Data collected were analysedusingfrequency tables and percentages. The study was guided by the Source CredibilityTheoryand the Elaboration Likelihood Model, which explain how credibility and messageprocessing affect consumer persuasion. Findings revealed that a majority of students perceive UGC as more authentic, trustworthy, and influential compared to traditional advertising. Results also showed that UGCsignificantly impacts students’ purchase decisions, with peer reviews, social media posts, andinfluencer content being the most persuasive. Additionally, respondents indicated that brandsshould incorporate more UGC in their advertising strategies to enhance consumerengagement and trust. The study concludes that UGC plays a crucial role in shaping advertising effectivenessamong young consumers. It recommends that advertisers and marketers strategically leverageUGC to improve authenticity, foster stronger consumer-brand relationships, and increasepurchase intention

The researcher evaluated the Reflection of Indigenous Fashion Brands in TVC Programmes and was anchored of the Reflective Projective and Cultivation communication theories.This study became necessary following the slow pace of growth of many Nigerian Fashion Brands which can be linked to little to no portrayal of these brands by the media, especially the televisionmedia. Hence, the need to properly assess the reflection of these Indigenous Fashion brands by TVC, a local television station in Lagos, Nigeria, to ascertain the extent to which TVC showcases Nigerian Fashion brands and the influence this portrayal has on Lagos residents.The researcher made use of the survey research design and questionnaire to elicit data from a sample of 385 respondents selected through multi stage sampling techniques.Data obtained were presented in tables and analysed using simple percentages and frequencies. The study found out that the Extent to which TVC showcases indigenous fashion brands is high, however Lagos residents agree that it is not enough. The study revealed that Lagos residents perceive these programmes as entertaining and interesting and that television programmes about Nigerian fashion brands influence people to patronize these brands which in turn, promotes the Nigerian fashion industry. The researcher concluded that the Television medium, is a veritable tool for the promotion of Nigerian fashion brands. It was recommended that Nigerian fashion brands make proper use of the media to promote their brands because it is capable of growing their brands.

This research was conducted to examine the coverage of newCBNpolicyonredesigned naira note, by select mainstream newspapers in Nigeria. Its aimwereto, ascertain the level of coverage given to CBN new policy on redesigned nairanote, find out what prominence was given to new CBN policy on redesigned nairanote, ascertain the possible position of newspapers in the newspaper reportage of CBNpolicy on redesigned naira note, determine the pattern of reports given to reportageon new CBN policy on redesigned naira note and lastly ascertain the frequencyofstories on the CBN policy on redesigned naira note. The content analysis methodwas adopted to carefully collect data from newspaper stories published fromOctober26, 2022 to February 2023. A total of 71 editions of both vanguard and guardiannewspapers, were collated and analyzed. The study was anchored on the Agendasetting theory and the media dependency theory. The findings of the researchrevealed that; Media organizations in Nigeria, gave a high level of reportage onCBNpolicy on redesigned naira note, media organizations did not give prominence tothereportage of activities on CBN policy on redesigned naira note, media organizationsfailed in their correlation or interpretative function as most of the items onthesubject matter were reported as straight news, newspapers in Nigeria werenot
frequent enough with the reportage of CBN policy on redesigned naira note, mediaorganizations is on the negative stand point on the issue of CBNpolicyonredesigned naira note, media organizations, covered more items on criticismandreactions of the public on the policy. The researcher however recommends that;
Media organizations should avoid adding too much emotions to their newstories, sothat the audience will not get too emotional and miss the message, on issuesofgovernment policies, media organizations, should be more frequent in the reportageof stories, that has to do with policies at its early stage, rather than engagingintherush hour approach, to ensure proper understanding, more media practitioners shouldbe trained on financial analysis, so that when any policy that has to do withfinance, is made by the government, they will be able to conduct proper analysis on it, whiletrying to represent the public, on issues of government policies, the media shouldplace more focus on stories that will enlighten the members of the public rather thanprojecting stories of attack and problems emanating from the policy, the mediashould try as much as possible to be on a neutral position and uphold truthandaccuracy, so that they will not present the government in a bad light.