THE EFFECT OF BILLBOARD ADVERTISING ON PRODUCT PROMOTION (A CASE STUDY OF ENUGU METROPOLIS)

ABSTRACT

The aim of this research work is to find out the Effects of Billboard

Advertising on Product Promotion, in Enugu Metropolis.  To do this, I used survey research method to elicit the desired information from the sample produced.

In this work I started the research problems, set the objective and significance of the study, communicated the research questionnaire, reviewed some relevant literature, defined some terms, and hypothesis.  In the work, the whole of the given tested hypothesis was empirically supported.

From the finding, it was observed that:

1. Billboard creates awareness of product existence, more especially on newly introduced goods, and increases the sales.
2. Billboard advertising is more likely to convey the advertising messages to the target audience than other form of advertising.

• Billboard advertising appeals more to advertisement than other forms of advertising and position goods and services quicker in people’s mind than any other media.

1. Billboard generally influences consumer’s decision.
2. Billboard advertising does complement other means of advertising, thereby carrying the same message on products and services with radio, TV and other media.

After analyzing these findings and drawing conclusion, the researcher made some recommendations.

Chapter one

Introduction

• Background of the study
• Statement of research problem
• Objective of the study
• Research questions
• Significance of the study
• Research hypotheses
• Definition of terms
• Assumptions
• Limitations of the study

References.

Chapter two

Literature review

• Introductions
• Sources of literature
• Contemporary Mass Media Theories Related to Effect of Billboard Advertising.
• Historical development of Advertising
• Billboard messages
• Society’s uses and attitude to advertising.
• The advertising media
• Media selection
• Summary

References

Chapter three

Research methodology

• Population of the study
• Sampling procedure
• Sample size
• Measuring instrument
• Data collection
• Data analysis
• Expected results

References

Chapter four

Data analysis and results

• Introduction of Data Analysis
• Analysis of hypothesis
• Discussion

Chapter five

Summary of findings, Recommendation and conclusion.

• Summary and recommendation
• Recommendations

Bibliography

Appendix

CHAPTER ONE

INTRODUCTION

• BACKGROUND OF THE STUDY

Advertising has grown popular as a tool of academic inquiry, a field of professional practice and an index of modern business.  It has come to assume the centre of modern marketing and it is one of the major forms of promotion on product and service marketing.  Billboard advertising has assumed a wider and prominent position on product promotion in recent times in Nigeria.  Despite electronic media, billboard advertising got product promotion on the increase.

This new discovery on product promotion has not only given rise to advertising agencies, that specialized only in billboards advertising, but also a strong association of billboard advertising agencies in Nigeria which is recognized by advertisers as a subsidiary of the Advertising Practitioner Council of Nigeria (APCON).  But as has been articulated by Adeyemi (1969), the constitutional provisions on freedom of expression can be said to amount only to an ordered freedom of which cannot be used as a license to spread communication that debased public morality.  However, many of these ethical principles have in the course of time grown to become statutory regulation codified laws.  Decree 55 of 1988 among other provisions provides that APCON show regular and control the practice of advertising in all its aspects and ramifications.  It is in this immense and wide power conferred on it, that APCON developed a code of ethics to guide and regulate the practice of advertising in Nigeria.

The increase in billboard advertising under scores the effectiveness of billboard on project promotion.  Billboards ensure frequent and repeated exposure to the advertisement. Billboards are usually located at points with high vehicle and human traffic.  Consequently, users of such points are regularly exposed to the advertisement in the board.  Secondly, billboard, also offer a high degree of locational flexibility.   In other words, the boards can be placed where the advertisers actually intended them to be.  In addition, they tend it has lower cost per thousand than most of the other media.  They are usually more cost efficient, especially for the advertiser with a small budget.  Billboard offers the advantage of very good colour reproduction and at the same time it is an effective reminder medium offer serving as a catalyst for buyers who buy in impulse.

The greatest problems encountered by advertisers and their agencies with regards to billboards is site monitoring.  Monitoring is usually difficult and so when posters get torn or washed out, it takes a while to discover and repots.  This is because the site are usually scattered around very far geographic locations.  The posters used on the board usually tedious to print and post especially when the number of sites to be covered are too many.  In other words, boards make intense creative demands on the agency.  Because they are usually seen in a fleeting second, they have to be powerfully executed so as to intrude on the passers-bys consciousness.  In this case they tend to function better as reminder media and therefore cannot serve well as the primary and sole medium for an advertising campaign.  Aside its cost efficient contributes environmental aesthetic and enduring features of landscape of towns, in the country.  Although the voice of street vendor in Nigeria grows fainter with each passing year, it is still possible to hear the mournful call and tinkling bells of the old clothes and junk man, the call of the itinerant fruit peddler with his push cart, or the street corner vendors of hot chestnuts.  And what will a football game be without the kids hawking peanuts and soft drinks?  Much the same calls in a different language echoed in the streets.

Again if you will glance town the length of the streets in Enugu metropolis, you notice that the storekeeper around the town have taken some pains to make sure they not unobserved just as the market keepers did in Ogbete main market so you can see that broadcast advertising, point of purchase advertising, and outdoor advertising (Billboards) have all been around for a long time.  but is wasn’t until the middle ages, with the world shaking advent of the printing press and moveable type, that advertising began to take the firm most familiar to as today.

Winstan Fletcher (1979), identifies the following determinants of the strength of a billboard advertising, such as, the number of posters put in any given area, the size of the poster, the specific sitting of the poster and the length of the campaign.  Because of the problem of the more boards in a given area, the greater the problem of dotter many local authorities regulate the citing of board as to prevent their indiscriminate location poster come in standard sizes referred to as “sheets”.  The dimensions of a singly sheet are usually expressed in inches for easy handling and processing.  A single limit of sheet is usually 20 inches wide by 30 inches deep.  The most commonly available poster formats are 16 sheets, 32 sheets and 48 sheets.

In addition, there is the painted boards or bulletin boards, which are hand painted (instead of printed posters) and typical sizes and 14 feet by 48 feet.  Posters cited at busy locations or junctions with high human and vehicular traffic are often more effective than those at less endowed locations.  Furthermore, the longer the duration of a campaign the more impact it tends to have.

Outdoor advertising has become a major advertising medium by advertising firms in Enugu metropolis and an indispensable source of revenue for Enugu state Government.  While advertisers buy spaces in Newspapers and Magazines, for outdoors he rents cites.  In Enugu metropolis, renting a cite centers on an advertiser the right of having his poster displayed on that size.  To do this, advertiser or his agency will retain an outdoor advertising company.  The advertising companies will have to be usually built and acquire a particular cite it wants or chooses from the ones the billboard company supplies.  It pays the outdoor agency for the production of the poster as well as rental fee for the cites.  Its media and client service monitor the posting, to ensure that all the sites are constantly and clearly posted throughout the duration of the campaign.

For all the media enumerated, management of the advertising operations is very delicate task, since in most case; advertising represents a significant source of corporate profitability.  For billboard companies particularly, the key task will entail keeping a tab on advertising agencies and solicitation that they can use the billboard firm for their campaign.  Other task include monitoring of cites to ensure that posters are in good order and properly posted, invoicing agencies for cites created and posted, ensuring prompt payment and prompt payment of rental charges to the state government via local authorities.

In executing this research, the researcher will try to identify why billboard advertising seems to be more popular than other means of advertising in terms of product promotion in Enugu Metropolis.  Also this study will try to find out the acceptability of billboard advertising in the society.  Among other things, this study also hopes to establish the contribution of billboards to product promotion and consumption.

1.2   STATEMENT OF RESEARCH PROBLEMS

There has been an appreciable growth on product and services promotion activities by marketers in Nigeria, especially through advertising.  Recently, below, the line advertising, especially billboard has gained tremendous popularity.  Going round the major roads and streets in Enugu metropolis particularly strategic locations will reveal the degree of usage and number of colourful billboards of various sizes carrying advertisement promotion productions of various manufacturers.

They are located in strategic traffic points.  Also rural areas are not spread of this billboard galore.  Why this sudden increase in the use of billboards?  Could it be that billboard has acquired new potency for product promotion?  This and many were what ignited the researcher to look into the effects of billboard advertising on product promotion with specially emphasis on Enugu metropolis as a case study.

1.3   OBJECTIVE OF THE STUDY

This study has among other objectives the following.

1. To find out if billboard advertising is increasing in Enugu
2. To determine the effectiveness of billboard advertising on production promotion.
3. To determine why it appeal is to prospective product consumers.
4. To find out whether it carried or reinforces the same message of other media in the same product.
5. To find out the contribution to environmental beauty or otherwise.

• RESEARCHER QUESTIONS

For this study, the following questions are raised.

1. Is billboard advertising on the increase in Enugu metropolis?
2. Do Nigerian advertisers patronize billboard advertising?
3. Do billboard advertising influence consumers in Enugu metropolis?
4. Does billboard advertisement message reinforce electronic and print media message?
5. Dos billboard advertising contribute to environmental beauty?

• SIGNIFICANCE OF THE STUDY

This study brings to our knowledge the degree of influence other product promotion activities and advertising exerts on billboard advertising.

The study will also serve as a guide to manufacturers and advertisers in their day-to-day management of product marketing and will evaluate the effectiveness of product promotion via the billboard advertising.

On the other hand, this study will serve as literature/good feasibility study for prospective investors on billboard advertising sub-sectors.

• HYPOTHESES

H1:   Billboard advertising is more likely to convey the advertising message better than other forms of advertising.

H0:   Billboard advertising is not more likely to convey the advertising message better than other forms of adverts.

H2:   Billboard advertising appeals more than other forms of advertising.

H0:   Billboards advertising does not appeal more than other forms of advertising.

H3:   Billboard advertising influences consumer in his choice of product or service.

H0:   Billboard advertising does not influence consumer in his choice of product or service.

H4:   Billboard advertising messages contradict other advertising messages.

H0:   Billboard advertising messages do not contradict other advertising messages.

H5:   Billboard advertising tends to be defacing the beauty of our citizens more than other forms of advertising.

H0:   Billboard advertising does not deface the beauty of our citizens more than other forms of advertising.

• DEFINITION OF TERMS

Conceptual and Operations

1)     Effect:

Conceptual: This refers to the striking impression of a message a picture or an event on the individual or society.

Operational refers to the average number of Enugu residents that the picture and wording of coca cola billboard have made striking impression on.

2)     Promotion:

Conceptual: This refers to the publishing and the advertising of products tangible or intangible.

Operational: This is the placement of coca-cola drink in strategic place in Enugu metropolis.

3)     Product:

Conceptual: This refers to a bundle of utility offered to this consumer by a profit and – profit organization.

Operational: This refers to the average number of productions advertisement that are placed on billboard in various strategic places in Enugu metropolis.

• ASSUMPTIONS

1. Billboard advertising is not a remainder medium in Nigeria.
2. Billboard advertising is properly packaged, beautifying the environment.
3. It is assumed that billboard advertising has the meant of being easy to understand and repeat.
4. It is assumed that communication is very simple with few words and big illustrations.
5. It is also assumed that billboard advertising on the streets are seen by passers-by who can only take a brief and hold message.

• LIMITATION OF THE STUDY

Time for the study was not enough to do more than is done.  The study is restricted to only billboard advertising and will be limited to Enugu metropolis for convenience.  The measuring instruments adopted also constituted limitation on its own.

However, the researcher turned the necessary stones – finance was a serious handicap and the uncooperative attitude of people to research.

REFERENCES

Adeyemu O. (1969);    “The use and misuse of Billboard in Lagos.

Bidem (1991);            Essentials of modern Advertising, Lagos Jice Communications.

Flecher, W. (1979);     “The Strength of Billboard Advertising, Quote in Mons, S. J. (1987), Advertising (3^rd Edition) India Prentice Hall Private Limited.

Download our android mobile app for more materials

ORDER NOW

COMPLETE MATERIAL  COST  N2,500 Or $10.  FRESH  PROJECT MATERIAL  COST 50,000 NAIRA FOR UNDERGRADUATE, OTHERS 100,000 -200,000 NAIRA.

THE NATURE AND CONSEQUENCES OF JUVENILE DELINQUENCY IN NIGERIA: A STUDY OF ENUGU NORTH LGA, ENUGU STATE

Foreign Transaction For Dollars Payment :
Bank Name: GTBank
Branch Location: Enugu State,Nigeria.
Account Name: Chi E-Concept Int’l
 Account Number:  0117780667. 
Swift Code: GTBINGLA 
Dollar conversion rate for Naira is 175 per dollar. 

ATM CARD:  YOU CAN ALSO MAKE PAYMENT USING YOUR ATM CARD OR ONLINE TRANSFER. PLEASE CONTACT YOUR BANK SECURITY FOR GUIDE ON HOW TO TRANSFER MONEY TO OTHER BANKS USING YOUR ATM CARD. ATM CARD OR ONLINE BANK TRANSFER IS FASTER FOR QUICK DELIVERY TO YOUR EMAIL . OUR MARKETER WILL RESPOND TO YOU ANY TIME OF THE DAY. WE SUPPORT CBN CASHLESS SOCIETY. 

OR
PAY ONLINE USING YOUR ATM CARD. IT IS SECURED AND RELIABLE.

form>DELIVERY PERIOD FOR BANK PAYMENT IS  LESS THAN 24 HOURS

CALL OUR  CUSTOMERS CARE  OKEKE CHIDI C ON :  08074466939,08063386834.

AFTER PAYMENT SEND YOUR PAYMENT DETAILS TO

08074466939 or 08063386834, YOUR PROJECT TITLE  YOU WANT US TO SEND TO YOU, AMOUNT PAID, DEPOSITOR NAME, UR EMAIL ADDRESS,PAYMENT DATE. YOU WILL RECEIVE YOUR MATERIAL IN LESS THAN 2 HOURS ONCE WILL CONFIRM YOUR PAYMENT.

WE HAVE SECURITY IN OUR BUSINESS.   

MONEY BACK GUARANTEE

NEWSPAPER READERSHIP PATTERN AMONG MALE AND FEMALE STUDENTS: A CASE STUDY OF UNIVERSITY OF NIGERIA (UNEC) ENUGU CAMPUS

CHAPTER ONE

INTRODUCTION

1.1     Background of the Study

1.2     Statement of the Problem

1.3     Purpose of the Study

1.4     Scope of the Study

1.5     Research Questions

1.6     Hypothesis

1.7     The Significance of the Study

CHAPTER TWO

2.1     Sources of Literature Review

2.2     Theoretical France Work

2.3     The Review

2.4     Summary of Literature

CHAPTER THRRE

3.0     Methodology

3.1     Research Design

3.2     Sampling Produce

3.3     Justification

3.4     Measuring Instrument

3.5     Data Analysis

3.6     Expected Result

CHAPTER FOUR

• Data Presentation and Result and Summary

CHAPTER FIVE

5.0     Discussion, Recommendations and Suggestion

References

Appendix

Questionnaire

LIST OF TABLES

4.1     Reponses on the number of respondents that read newspaper last week together with those that didn’t read.

4.2     Responses on the number of newspaper read yesterday by respondents

4.3     Responses on the number of days in last six days that read newspaper.

4.4     Responses on the spent in reading newspaper by respondents.

4.5     Responses on reasons for non-newspaper reading respondents

4.6     Reponses on Articles on newspaper about women fancies

4.7     Responses on Materials preferred to read in the newspaper by Respondents.

4.8     Responses on Newspaper reading commenced period serious of both male and female respondents.

ABSTRACT

This research is a demographic study. It therefore made use of the sample survey method of social science to explore and highlight newspaper readership pattern among male and female students of UNEC.

This sample of the respondents was taken from resident students of Enugu campus. 330 sample size out of 3,719 population size of the UNEC students. 190 is male student while 140 is female students.

The research made three assumption:

1. That male students are more likely to be newspaper readers than female students.
2. That male students are more likely to red information on national and international newspaper than female student
3. That female students are more likely to read entertainment material than male students.

The data generated to uphold or invalidate these hypothesis were through the administration of questionnaires to the 330 respondents.

The first hypothesis was uphold as my research found that 91% of male respondents read newspaper last week. About 42.3% of male read newspaper for longest period, 26-30 minutes while only 8%  of female respondents read newspaper for the same period.

The data collected also supported the second and third hypothesis, since the content preference by male respondents was very high in the are of sports, 19.4%, foreign news 16.7% and national news 15.5% while the content preference by female respondents was very high in area of human interest are it is 17.6%, fashion 16% and cartoons is 16%. The data collected did nit invalidate any of the three hypothesis.

CHAPTER ONE

INTRODUCTION

1.1     Background to the Study

The oldest of mass media is print, which started from ancient times by a German Scientist, Johanna Gutenberg; who was adjudged the investor of the modern printed word, when he printed the First Bible in 1450 AD. Since then, the print media family has not only developed, but multiplied and become the popular channels of mass communication.

Newspaper, apart from being the mirror of the world, is also a popular tool for he dissemination of information ideas and opinions.

Eze C.C. (2004) said, that newspapers are essential member of the print medium of communication, as they are major conveyors of features and articles.

Ameh C.C (2005) said, that newspapers are famous for bringing to the readers news about recent occurrences in the society.

As a matter of fact, the first Nigerian newspaper was “JWE IROHIN”. This was published in the year 1859 by a missionary, Rev. Henry Townsend, who established a printing press. The growth of Nigerian press form 1950 till now has been tremendous. The press in Nigeria clearly had an immense task to perform during the era of the British colonialism. These task are more tedious today because of the social and economic revolution that those country is undergoing and which is expected to continue for many years.

Since the introduction of newspaper in Nigeria, several newspaper have sprung up including Sunday Newspaper, Daily newspaper and vernacular newspaper. The pattern of ownership of these newspapers varied. Some are government owned, while others are privately owned. With many news in circulation, people’s readership pattern changed considerably. People’s interest on newspaper readership pattern varied with the news content some people like to read about politic, economy, foreign news sports (information) while others are interested in reading cartoons, fashion, feminine fancies, human interest news, crime and accident reports (entertainment).

Many newspaper organizations are constantly carrying out readership pattern research to know readers interest so that they can adjust the contents of their newspapers in order to sustain their numerous readers.

This is not the case with Nigerian editors. Of newspaper organizations. They only talk about the increase or decrease in circulation figures. But the readership, study of newspaper organization to know their female readers and the want of their male readers. It is believed that young  female members of Nigeria society have negative responses to the mass media especially newspaper readership.

A lot of people have believe that this negative attitude of the Nigeria Young females stem from the fact that they are always engulfed in other activities. If such is the case, how can they get information of what is happening in their immediate environment? Will these young women not end up being uniformed if they neglect the dailies? How will they get information on what is happening in other countries and the world at large? Will they depend on their male counterparts foe such information? Several studies have proved that male are more likely to be news readers than females, like in a study done by Larry .I. Weber and Dan .B. Fleming found out that boys watched both local and national news and read a daily newspaper more than girls.

The decision to research into this topic was prompted by a grassroots observation by learned Nigeria society young women hardly read newspapers, that men read newspaper often then women and also that women readers are interested in entertainment news like cartoons, fashion, Feminine Fancies, human interest, infact, news that gives immediate reward. It is also observed that males read more of news dealing on politics, economics, sport, foreign news and these can be classified as news that gives deferred reward.

1.2     STATEMENT OF PROBLEM

Newspaper, apart from being the mirror of the world, is also a popular tool for the dissemination of information, ideas and opinions

However, illiteracy and ignorance are two major set backs to the growth and development of any society hence, it is believed that young female members of Nigeria society have negative response to newspaper readership pattern, like wise, the female students of UNEC (Enugu) A lot of people believed that this negative attitude of theirs would rigor them into not knowing what is happening around them and the world large.

And if that in the case, would this young females of UNEC, Enugu not end up being uninformed? Except they depend on their make counterparts for information?

This project is aimed at eradicating the negative response of the female students of UNEC over newspaper readership and to convert their contents areas of consideration to be vertical instead of being centralized in a particular content. Since knowledge is power, and nor acquired is a waste.

• PURPOSE OF THE STUDY

The purpose of this study is to identify define, explain and analyse newspaper readership pattern among female and male students of UNEC University of Nigeria Enugu Campus. The study well also find out among other things the content of newspaper preferred by women. Do they prefer immediate reward articles like human interest, fashion, cartoons, crime and Feminine fancies (entertainment) to long delayed reward articles like hard news politic, economy, foreign news and sports? The study will also give a detailed report of male newspaper readership pattern. Do they read newspaper every day? Do they spend longer time in reading newspaper than female?

The study will also take a look into the readership pattern among female attitude exhibited by female in newspaper reading. Do they neglect newspaper as result of unfavourable representatives of their interest in newspaper. The study will also establish if women prefer other social activities to reading newspaper and if they read newspapers at all?

The aim of the study is therefore to find out the cause of readership behavour of the female students of UNEC (if any) as opposed to high readership behaviour of male students in the same institution. In the study attempt will be made to find if the low readership behaviour among UNEC female students was as a result of time, preference for another information medium, circulation problem, cost. Lack of interest and I don’t like to read attitude.

• SCOPE OF THE STUDY

This study would have embraced more higher Institutions in Nigeria. But because of time limitations and the cost of such a venture will be too much, then, limited the study to university of Nigeria Enugu Campus. Though, the population of Enugu Campus is 3719, I shall use 10% of this member to make the sample size a little bit were representative. So 10% of 3719, will be about 350. I could have used more number of students than this, but due to time other limitations I was unable to do so.

• RESEARCH QUESTION

1. Do male student read more newspaper than female students?
2. Do male students read more of information on national and international news than female students?
3. Do female students read more of entertainment materials than male students?

DENTIFICATION OF VARIABLES           

1. Sex
2. Readership
3. Newspaper content

The independent variable here is sex while the dependent variable are readership behaviour and newspaper contents.

Conceptual Definition

Sex:   Being Male or a Female

Readership: The quality of state of being reader, people that read certain      articles

Newspaper Content:

Different material (eg news etc) carried by newspapers

Operational Definition:

Sex:            The total number of makes and females in the study who read contents of newspaper.

News content:      The total number of different articles, news, editorials etc carried by newspaper.

1.6     HYPOTHESES

H₁:     Male students are more likely to be newspaper readers than female students.

H_o:     Female students are more likely to be newspaper readers then male study

H₂:     Male students are more likely to read information on national and international news than female students.

H_o:     Female students are more likely to read information on national news than male students.

H₃:     Female students are more likely to read entertainment materials than female students.

• SIGNIFICANT OF THE STUDY

Since the main functions of a news medium like the newspaper is to inform, educate and entertain, this research will be of a great importance to the editors to adjust their newspapers content, way be planning to take care of these interests of young women so that they may start to read newspaper just like man and the “Spillover effect, may cause then to read other news. Young women no don’t constitute a substantial number of Nigeria readership public.

Download our android mobile app for more materials

ORDER NOW

COMPLETE MATERIAL  COST  N2,500 Or $10.  FRESH  PROJECT MATERIAL  COST 50,000 NAIRA FOR UNDERGRADUATE, OTHERS 100,000 -200,000 NAIRA.

THE NATURE AND CONSEQUENCES OF JUVENILE DELINQUENCY IN NIGERIA: A STUDY OF ENUGU NORTH LGA, ENUGU STATE

Foreign Transaction For Dollars Payment :
Bank Name: GTBank
Branch Location: Enugu State,Nigeria.
Account Name: Chi E-Concept Int’l
 Account Number:  0117780667. 
Swift Code: GTBINGLA 
Dollar conversion rate for Naira is 175 per dollar. 

ATM CARD:  YOU CAN ALSO MAKE PAYMENT USING YOUR ATM CARD OR ONLINE TRANSFER. PLEASE CONTACT YOUR BANK SECURITY FOR GUIDE ON HOW TO TRANSFER MONEY TO OTHER BANKS USING YOUR ATM CARD. ATM CARD OR ONLINE BANK TRANSFER IS FASTER FOR QUICK DELIVERY TO YOUR EMAIL . OUR MARKETER WILL RESPOND TO YOU ANY TIME OF THE DAY. WE SUPPORT CBN CASHLESS SOCIETY. 

OR
PAY ONLINE USING YOUR ATM CARD. IT IS SECURED AND RELIABLE.

form>DELIVERY PERIOD FOR BANK PAYMENT IS  LESS THAN 24 HOURS

CALL OUR  CUSTOMERS CARE  OKEKE CHIDI C ON :  08074466939,08063386834.

AFTER PAYMENT SEND YOUR PAYMENT DETAILS TO

08074466939 or 08063386834, YOUR PROJECT TITLE  YOU WANT US TO SEND TO YOU, AMOUNT PAID, DEPOSITOR NAME, UR EMAIL ADDRESS,PAYMENT DATE. YOU WILL RECEIVE YOUR MATERIAL IN LESS THAN 2 HOURS ONCE WILL CONFIRM YOUR PAYMENT.

WE HAVE SECURITY IN OUR BUSINESS.   

MONEY BACK GUARANTEE