Abstract

The high increase on the usage of internet for advertising has become alarming as people now advertise their products on internet as against using the television stations. The main objective of the study was to find out the attitude of postgraduate students of a Nigerian university to online advertising. Survey research method was adopted and copies of questionnaire were used to find out attitude of postgraduate students to online advertising. Postgraduate students of Babcock University constituted the sample for this research; a total number of 250 copies of questionnaire were distributed. The multistage probability sampling was adopted. From the research, it was discovered that postgraduate students prefers online advertising to offline advertising. It also established that despite the poor network, Postgraduate students still have access to the internet and these influences their attitude to online advertising. The paper concludes that for television station to increase attitude of postgraduate students to advertising, there is need for urgent assessment in the area of accessibility to television since most adverts are tailored to youths and adolescents. The study recommends that television stations should create their presence on the internet where youths with their vast accessibility can have access to stream life event.

Key words: Attitude, Online Advertising, Television Stations, Accessibility, Postgraduate Students.

*Adenike Omotayo Okeya, Ph.D. is a lecturer in the Department of Communication and Media Studies

Ajayi Crowther University, Oyo, Nigeria.

© ^AMCRON Journal of Communication and Media Research, Vol. 11, No. 1, April 2019, pp. 27 – 37