This study was carried at analyzing the effectiveness and problems of classified advertising in Enugu. The study appraised the use of classified advertising in Enugu metropolis its perception by the Enugu audience, its advantages and major set backs. The study also examined the extent to which classified advertising achieves advertisement objectives in Enugu and the various opportunities and benefit of classified advert which media organisation and advertisers in Enugu can exploit. Finally, the study tried to find out the ethical level of classified advertising in Enugu metropolis.
To generate answers to the study two sets of questionnaires were administered. One to the print media organisations and the other to advertisers and consumers of classified columns. It was discovered after a detailed analysis. The hypotheses formulated where tested using chi- square (X2). The sample size were determining using Topman formular fo advertiser. (Customers) why senses survey was used for management and relevant staff.
Tompan formula. Z2pq
e2
where
n = sample
z = standard deviation (or the desired 1.96)
and estimated standard error of 5%
Z = 1.96
e = 0.05
p = 0.9
q = 0.9
The sample size (N) was calculated as
n = (2)e (P) (1 – P)
e
n = (1 – 96)2 (0.9 )(1 – 0.9)
0.05
n = (1 – 96)2 (0.9 )( 0.1)
0.05
n = 3.8416
3.0025
n = 138.292
The data generated through the two sets of questionnaires that classified advertising is not frequently used by advertisers in Enugu metropolis, at the same time many users in Enugu metropolis are skeptical about its operation. The cost of classified advertising was considered by many advertisers to be moderated when related to other advertisement modes in Enugu. Also classified advertising was seen to have two major advantages in the sense that advertisers see it as being relatively cheap and easy to use.
Other findings made in this study are that classified advertising in Enugu is mainly used by lower class advertisers who normally advertise change of name, general goods, employment, real estate activities and others.
In this order of frequency. This nullified the initial position held that classified advertising is used for inconsequential purposdes. The research also revealed that classified advertising has low readership in Enugu metropolis and is not a major profit center in the print industry. Finally, it was observed that classified advertising at present is not an effective advertising mode in Enugu and that it has low ethical rating.
Following these finding, the researcher recommended that print media organisation should present a united front to enlightened both the masses and advertisers on the operation and users of classified advertising. To make classified advertising a major profit center, aggressive marketing of classified column was recommended. Garing readership was recommended to be made part of the marketing task in the print business. this will help talkle the general low readership for classified advertising. On the low ethical relating for classified advertising, a more formal approach for the verification of claims in the classified adverts was recommended.
Classified adverts should also be made more conspicuous by making good use of design elements. More e of this sort was also recommended to reveal low classified advertising can be effectively used in Enugu metropolis.
Any one who looks seriously at today’s business environment in Nigeria will notice remarkable change, especially in the area of marketing communication. These changes in marketing communicating have become more like a revolution with firms placing more emphasis on advertising as a tool for communicating their marketing massages. Modern marketing calls for more than developing a good product, pricing it attractive and making it readily accessible to target customers (Kotler, 1988: 587) companies must design and disseminate sufficient information through advertising (Asuguo Vol. 4-6 April June 1995: 11). Advertising is any form of non personal communication that is transmitted to a given audience through mass media.
The 1980’s and 1900’s had seen more changes and development in advertising in Nigeria than had occurred during the previous years. Advertising tend to represent the economic progress of societies and in this respect, it ranges from the sophistication of the industrialized world to the new life style of the developing nations. Until recently believing in the effectiveness of advertising and promotion has largely been a matter of faith. (Jefkin, 1991: 17) but today, many firms are becoming more sensitive in selecting both the media and the form in which their products are advertised in the selected media.
In Nigeria, among the most popularly used primary media are radio, television and the press. The press is one of the cheapest means of reading a large number of unknown or unidentified prospective buyer (Jefkin, 1991: 74), whether they be in a town, region or even the entire country. There are three (3) main way by which one can advertise in the press – classified advertising display, advertising and special advertising, for example public notices, political advertising appears in the classified column of newspapers, magazines and journals, they are made of words which are brought together to from copies.
The question now is how effective is this form of advertising especially in Nigeria? only a thorough understanding of its application in respect of its relative uses, strength, weaknesses and other dimensions, can assure appropriate use and spending on it. This is why it is necessary for practitioners, experts and scholars in marketing communication to continue carrying out a research studies of this sort to be sure of its uses and effectiveness.
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