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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, we  used survey research method to elicit the desired information from the sample produced.

In this work we 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.
3. 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.
4. Billboard generally influences consumer’s decision.
5. 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

1. 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 it 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.