IMPACT OF ADVERTISING ON THE DEVELOPMESNT AND SUSTAINABILITY OF RAVE FM OSOGBO
Abstract
This study investigates the impact of advertising on the development and sustainability of Rave FM Osogbo. The research examines how advertising influences revenue generation, audience growth, and long-term survival of the station. A descriptive survey design was adopted, and data were collected through questionnaires and interviews with staff and listeners. Findings revealed that advertising plays a critical role in sustaining operations, enhancing brand visibility, and expanding audience reach. However, overdependence on advertising and inconsistent patronage pose challenges. The study concludes that effective advertising strategies are essential for the growth and sustainability of radio stations and recommends diversification of revenue sources.
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