CHAPTER
ONE
INTRODUCTION
1.1 BACKGROUND
OF THE STUDY
Basically,
communication touch every sphere of human activity, it informs or better still
disseminate information/message to target audience. One of the peculiarities of
the human race is communication among the members of the society. Communication
is an essential attribute of human behaviour . In deed, communication is
perhaps man’s most important singular activity because every other human
activity revolves around communication.
Animals and trees
also communicate, but it is man’s ability to create symbol, ascribe meanings
and interpret messages that elevate him above the status of the lower animals
and gives form and character to his existence. All organizations encourage
effective communication by having established channels (formal and informal) of
transmitting information to people. In all enterprises, effective organization
channel is required to transmit company policies, programmes, rules and
regulations. It is also required in dealing with customers, regulatory agencies
and the generals public. It is through good communication with business owners,
board of directors, management, peers and subordinates that an organization
maintains goodwill, grows and waxes.
Communication also
serves as an instrument of social interrelation. It help us understand
ourselves, to keep in touch with other people, to understand them and to predict their response to situation, its
means by which power is acquired, exercised and sustained. It is the medium
through which relationship are established, extended and maintained, it
provides a means by which people in business policies make decision and
management and materials. In business and industry, communication helps to
orient workers to work with one another and to achieve the good goals of the
organization, and it is the means by which such goals can be pursued, attained
sustained and improved.
It is the
lubricant that keep the machinery of an organization functioning. It is the
means through which roles are identified and assigned, it is the life blood of
an organization.
The above brief
historical consideration of communication emphasize its importance in human existence.
To organize is to communicate; thus, no organization can survive without
communication.
The effect of
marketing communication is an organization can be measured in terms of attitude
and performance for it affects the morale of the employees, and their attitude
towards the organizational productivity.
1.2 STATEMENT
OF THE PROBLEM
Most business organization today have failed in their bid
to satisfy their potential customers not in quality or quantity of such goods
and services provided but in terms of creating adequate awareness and
enlightenment to its customers.
Before a product
is made available for its market, organizations should determine which methods
to be used to communicate it to the potential customers. The task involves the
use of effective communication between marketing firm and it target audience.
It is through communication that marketers are able to inform the target
audience about their product, it price, performance, where it can be purchased
e.t.c.
In communicating a
product, marketers are faced with both controllable and uncontrollable problems
such as the product, price, promotion, competitors, economy of the nation
e.t.c. To solve these problems, organization should put up a communication
message that will attract attention, hold interest, arouse desire, and elicit
action by choosing the most efficient means of getting their message across to
their target audience, or potential customers.
1.3 OBJECTIVES
OF THE STUDY
The objectives of
the study constitute the following;
(i)
To
assess the effect of communication in the field of management.
(ii)
To
identify the existing communication barriers in an organization.
(iii)
To
understand the objective of communication and the communication system.
(iv)
To
find out what communication is all about, how it is done. What instruments are
used and what qualities can make a system of communication are effective in an
organization.
(v)
To
identify the problems of ineffective communication and to suggest and recommend
possible solution so as to achieve a better communication network in an
organization.
1.4 STATEMENT OF HYPOTHESIS
The following
hypothesis are formulated to guide the course of this study.
H0: Effective communication does not serve as a
tool for achieving organization goals
and objectives.
Hi: Effective communication serves as a tool
for achieving organization goals and objectives.
1.5 SIGNIFICANCE OF THE STUDY
This study intends
to find out the impact effective communication has on the organization and how
it aids in achieving business objectives.
The study is also
important to managers to know how to achieve business objectives through the
implementation of an effective communication system. The Nigerian Television Authority can utilize
this study to make amendments or control a number of lapses that may be
affecting the organization, in terms of communication method adopted in
managing the activities.
This study is
significant because it will serve as a reference point to business
practitioners, students and consultants who are writing on the subject matter.
It is also important because it is a requirement for the award of Higher
National Diploma (HND) in Human Resource Management (HRM) of Kaduna
Polytechnic.
1.6 SCOPE OF THE STUDY
The research work attempts to cover the flow and concept
of communication system and how it has been or/and should be applied to a
business organisation.
The researcher limits
the scope of the study to The Nigerian Television Authority, Kaduna, their products, the
communication channels and the consumers in gathering the relevant data needed
for the study to be accurate, direct and reliable.
1.7 LIMITATION OF THE STUDY
It is a phenomenon
that, in any research where the primary objective is to research for the true
fact, a research project of this nature is never conducted without some
inherent factors that may make the findings difficult.
The limitation may
however include:
(i)
Financial
constraint
(ii)
Lack
of cooperation from respondents
(iii)
Time
factor
In the process of
undertaking this research work, the cost involved in transporting, gathering
data for processing information, and the production of material is needed
cannot be overemphasized.
Inadequate time is
another factor owing to the fact that officers of the company have little time
to give me attention while others pay no attention at all. There is also little
time in gathering of data for this project work.
The problem of
secrecy on the part of organizations where they hide out some fact which they
believe are sensitive to there operation and because of the fear they may have
against competitors is also a constraint.
1.8 HISTORICAL BACKGROUND OF THE CASE STUDY
The history of Nigerian Television Authority (NTA) can be
traced back to 31st October 1959 when the Western Nigerian
Television (WNTV) blamed alive the First television signals in Nigeria. Barely
a year after, in 1960, the eastern Nigerian Television (ENTV) came into
existence.
The Nigeria Television Authority (NTA) Kaduna was carved
out from the former broadcasting company of Northern Nigerian (BCNN) which was
established by decree No. 24 of 31st march 1962, but became an
entity from 1st April, 1976. The station has its transmitters
located at No. 99 Isah Kaita road Kaduna.
The history of NTA Kaduna will no be complete without the
mention of Decree 38 of 1992 which establish the national broadcasting
commission (NBC) and also deregulated the national broadcast industry thus
allowing individuals to acquire television stations with NBC as a regulation
body. This led to partial commercialization of NTA.
NTA Kaduna is divided into six department which are as
follows:
·
Programmes department
·
News and current affairs
department
·
Engineering department
·
Administrative department
·
Finance department
·
Marketing department
1.9 DEFINITION OF TERMS
Communication;- The exchange of messages between
people to achieve common meanings.
Effective;-Achieving a desired objective.
Productivity;- The output ration within a given
period with due consideration for quality.
Information;- A fact or detail about something
Message;- A piece of information written or spoken to
someone.
Management;-
The people who are in charge of integrating
organizational resources to achieve stated goals and objectives.
Attitude:
A person’s enduring favorable and unfavorable evaluation, emotional
feeling and action tendency towards a
product.
Delivery: How well the product or service is delivered
to the customers.
Features:
are things that enhance the basic functions of a product.
Image:
are set of beliefs, ideas and impression that a persons holds
regarding a product.
Organization:
is a company’s structure, policies and corporate culture.
Service:
can be referred to as any act or performs that one party can
offer that is essentially
intangible and does not result in the
ownership of anything.
Selective
Distortion: is the tendency to interpret product
information in a way that fit consumers
perceptions.
Strategy:
is a company’s game plan for achieving its goal.