CHAPTER ONE
1.0    INTRODUCTION
Advertisement definitions are numerous as the number of advertisement we have on our mass media. If you ask the question “What is advertising”? The commercial you saw or heard last readily comes to mind.
The topic of the research work is “The Role of Radio Advertisement on the Marketing of Goods and Services in Kwara State in essence, we would be talking about the role of radio advertisement plays on the marketing of the goods and services in the country and in Kwara State in particular.
Radio is a source of communication which serves as a link between the producer and the consumers. Such link includes informing and persuading the consumers about the introduction of new products or an existing one into the market.
Radio medium is an advertising tool that can be used for so many purposes such as: educating, entertaining and encouraging intercommunication between the different segments of the society.
If radio also helps in communicating to the market, the availability of a new product and service, then it is of utmost importance of one of the advertising media for such purposes which radio happens to be part.
Advertising media consists of anything which can be used to convey and advertise message to the desired target market.
Radio as a medium can be reckoned with as a result of its advantages on other media such advantages includes:
a)    There is the influence of human voice therefore, little efforts is required to absorb sales messages.
b)    Radio is more accessible to consumers than any other medium.
c)    Radio advertisement is cheaper than any other medium
d)    There is mobility of medium almost everywhere and can be listened to while doing some other work.
In summary the broadcasting media which radio happens to be part is a medium of advertisement aimed at the mass population and it is called mass media.
In the body of the research work we would be analyzing the impact of radio advertisement has on the marketing of goods and services in Kwara State with particular reference to Radio Kwara.
1.1    BACKGROUND OF THE STUDY
The Kwara State Broadcasting Corporation, Ilorin with broadcasting identification Radio Kwara started broadcasting service in Ilorin in 1956 as a relay station. It was then known as Provincial Broadcasting House. The ¼ kilowath (kw) medium wave transmitter was then used to cover only about 8 kilometer radius of Ilorin.
However, Kwara State Broadcasting Corporation as constituted today, formally came in to being with the enactment of the Kwara Edict No 3 of 1979 but with retrospective effect for April 1st, 1978.
On the creation of the state in 1967, a master plan was drawn up and approved for the country as to the number and capacity of transmitter and mode of transmission to be sited in each location. Owing to the topography of Kwara State it was decided that it should be covered with both medium and short wave transmitter.
In 1974, construction work started on the modern studio broadcasting house, the 10kw short wave and 2ow medium wave transmitting station sites. These facilities were put in use as from 19th December, 1976. However, following the directive of the Federal Government, the short wave transmitter was closed down in 1978.
On 1st April 1978 in compliance with Federal Government directive which transferred all Radio Nigeria Station in State to their respective host state. The formal handing over of the station by NBC to Kwara Government was performed by Mr. Horation Agedeh of Federal Radio Corporation, Lagos on 5th September, 1978. All existing staff then were given the option of either staying with the corporation or going to the Federal Radio Corporation those who opted to stay were retained.
At the time of table over by the State Government, this station had a broadcasting house situation at the present premises transmitting station located at Apata Yakuba, Along Jebba Road, Ilorin. It then had two 10kilowatt medium wave transmitters and 10 kilowatt short wave transmitter at Apata Yakuba Station. The two inherited 10kw transmitter were very old. In fact, only on of them was working satisfactorily at the time of take over in 1978.
In 1984, the Federal Government boosted the transmitting capacity of Radio Kwara through the directive that transferred the Federal Radio Station in Ilorin to Kwara State Government. The station then had two 50kw medium wave transmitters at Budo Efo. With this development, the State Government approved the recommendation of the Corporation to install the four imported 109kw medium wave transmitters in the fringe areas of the Kwara State for effective coverage. Two of them were installed at egbe, one at New Bussa (Now in Niger State). All the time booster station were completed and commissioned.
Efforts to resuscitate the station between 200 and 2012 resulted in the provisions of a new tower mast and a 50kw Thomcast transmitter to restore normal transmission. In spite of the effort by Alhaji Muhammed Lawal’s administration, the transmitter remained insufficient. However, the Government of Dr. Bukola Saraki, on assumption of office in May, 2003, set the ball rolling to renovate the station with award of contract for the provision of modern studio equipment and additional 50kw Harris transmitter for the transmission totaling over N300,000,000.