Veritatis Gaudium: Multidisciplinary Journal of Postgraduate Studies

Recent developments in digital marketing and customer engagement have brought to the forefront the relevance of Customer Relationship Management and Advertisement Placement Effectiveness in the Nigerian broadcast Media industry. The Study aims to offer a roadmap to broadcast policymakers in Nigeria on how to leverage customer relationship systems not just for improved advertiser engagement with customers but also for optimised scheduling and enhanced revenue sustainability. Relational Exchange Theory, Relationship Marketing Theory, and Social Exchange Theory were adopted as the theoretical framework to anchor the study. The study concluded that Customer Relationship Management (CRM) is critical for building and sustaining long-term customer relationships in the Nigerian broadcast media industry. Against this backdrop, the study recommends that media organisations should invest in CRM technologies and training to enhance relationship management capabilities.

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