GASPRO International Journal of Eminent Scholars

This study investigated the various business activities in Nigeria and their dependence on media for business promotion. In this rapidly evolving business environment, the role of media—both traditional and digital—has become paramount in promoting business activities. With the advent of the digital age, businesses are leveraging various media platforms to enhance their visibility, engage with consumers, and drive sales. The research analyzed the effectiveness of different media platforms, including television, radio, print, and social media, in reaching target audiences and fostering consumer engagement. The study evaluated the Roles of media in the promotion of business activities in Nigeria and identifies the Challenges encountered by business owners in utilizing media for business promotion. Findings revealed a significant dependence on media for brand awareness and customer acquisition, highlighting the need for businesses to adopt innovative media approaches to remain competitive in a rapidly evolving marketplace. In conclusion the rise of digital media has transformed traditional marketing strategies, making them more effective and cost-efficient. However, challenges such as internet accessibility and media literacy remain barriers for some businesses. On this basis the study recommended that training programs for business owners and employees should be implemented to improve understanding of digital marketing tools and strategies.

Keywords: Business Activities, Media, Business Promotion and Nigeria