ABSTRACT

This study was aimed at investigating audience perception of the relevance of radio as a tool for marketing communications in a digital era, using Asaba metropolis as case study. Specifically, the objectives of this dissertation were to: ascertain audience perception of the relevance of radio as a tool for advertising in a digital era; ascertain audience perception of the information that they consider most important when listening to marketing information on the radio; ascertain the benefits of the use of radio as a tool for marketing communications in a digital era; and identify factors that impact the use of radio as a tool for marketing communications in a digital era. This descriptive investigation was carried out using a quantitative research method as primary data was gathered from Asaba metropolitans using survey questionnaire. Data collected for this study were analysed descriptively. Findings show that majority of Asaba metropolitans perceived radio as a relevant tool in advertising in the digital era, and prioritized information about the company, and information on the use, price and value of products and services when listening to marketing messages on the radio. A majority of Asaba metropolitans perceived radio as a marketing communication tool that helps in obtaining important information about products and services; creates popularity for certain services and products; and expands the knowledge of advertisers and marketers about the latest trends in demands and needs of society. Respondents also identified the availability of other media tools, the price of placing adverts on radio stations, the declining number of listeners, and the changing media landscape as factors influencing the utilization of radio as a marketing communication tool in the digital era. As a recommendation, while radio remains relevant for advertising in the digital era, it is crucial to integrate digital platforms to enhance the effectiveness of marketing campaigns.