The aim of this research work is to find out the Effects of Billboard Advertising on product promotion in Enugu metropolis. To do this, we used survey research method to elicit the desired information from the sample produce.
In this work we started the research problem, 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 hypotheses was empirically supported.
From the findings, we concluded that.
After analyzing our findings and drawing our conclusion, we made some recommendations.
Advertising has grown increasingly popular as an object 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 in product and service marketing. Billboard advertising has assumed a wider and prominent position in product promotion in recent times in Nigeria. Despite electronic media, billboard advertising got product promotion on the increase.
This new discovery in product promotion has not only given rise to advertising agencies that specialized only in billboard advertising, and also a strong association of billboard advertising 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 provision 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 exercise of 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 evidence increase in billboard advertising under sources the effectiveness of billboard in project promotion. Billboards ensure frequent and repeated exposure to the advertisement. Billboards are usually located at points with higher vehicular 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 that 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 servicing as a catalyst for buyer who buy io impulse. The greatest problems encountered by advertisers and their agencies with regard to billboard are site monitoring. Monitoring is usually difficult and so when posters get torn or washed out, it takes a while to discover and repost. This is because the sites are usually scattered around very far geographical locations.
The posters used on the boards are usually tedious to print and post especially when the number of sites to be covered are too many. In other 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-by’s 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 to environmental aesthetic and enduring feature of landscape of towns, in the country. Although the voice of the street vendor in Nigeria grows fainter with each passing year, it is still possible to hear the mournful call and tinkling bell of the old clothes and junk man, the call of the itinerant fruit peddler with his pushcart, or the street corner vendor of hot chestnuts. And what will a football game be without the kids hawking peanut and soft drinks? Much the same call in a different language, echoed in the street.
Again, if you will glance down the length of the street in Enugu metropolis, you will notice that the storekeeper around the town have taken some pains to make sure they are not unobserved just as the market keepers did in Ogbete main market so you can see that broadcast advertising (Billboard) have all been around for a long time. But it wasn’t until the middle ages, with the world shaking advent of the printing press and moveable type, the advertising began to take the firm most familiar to us today.
Winstan Fletch, (1979), identifies the following determinant 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 more boards in a given area, the greater the problem of dotter, many authorities regulate the sitting of boards as to prevent their indiscriminate location poster come in standard sizes referred to as sheets. The dimensions of a single 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.
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