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ABSTRACT
The problem of this research work deals mainly on how
billboard advertising can develop the print media. We know advertising
revenue is one of the strongholds and pillars supporting the various
print media and that without advertising revenue most print media houses
will collapse especially private media houses. The research works
explains how billboard advertising sustains print media and to which
extent and level do billboard advertising promote products and services
advertised.
CHAPTER ONE
1.0 INTRODUCTION
1.1 BACKGROUND OF THE STUDY:
Advertising
is one of the tools used for persuasive communication to target
audience. Advertising is the communication relayed from companies to
persuade an audience to purchase their products. This communication is
usually through various forms of paid media?. TV and radio commercials
print advertising, billboards and more. Every communication is
advertising is intended to be persuasive. This becomes clear with the
definition of persuasive communication by Osubiyi (1999), which is a
conscious attempt by one individual to change the behavior of another
individual or groups of individuals through the transmission of some
messages. Persuasive communication relates the intention of the
communication with resultant behavior of the receiver. Successful
persuasive communication produces the desire and behavior while failed
ones don?t.
Simply put, advertising is any form of non-personal
presentation and promotion of ideas, goods and services usually paid for
by identified sponsor. The key points to note are:
i. Advertising is non-personal directed to a range of anonymous people.
ii. Usually paid for, this fact differentiates advertising from publicity which is not usually purchased.
iii.
For obvious reason, the sponsor of the advertisement is identified. In
fact, in most instances, identifying the sponsor of the advertisement is
the prime purpose behind the advert, otherwise why advertise? This is
so because by putting their names behind their products or goods,
advertisers try hard to fulfill the promise thy claim.
Basically,
advertising seek to establish, modify or reinforce attitudes, causing
consumers to try a new product, buy more of it or switch brands. Brand
advertising seeks to create an image or personality for a product out
unique position for it.
The rate of advertising in society is a
controversial one, largely because opinions associated with it are
heavily interwoven with more fundamental vows and beliefs about how a
society does and should operate. Aaker and Myers (1989:503): advertising
performs some basic functions in the society, first, it serves the
marketing function by helping companies that provide product and service
and ideas, sells their products in conjunction with personal selling
and sales production. Some advertising however maybe aimed at providing
public service because it gives us information about goods and services.
No wonder the International Advertising Association states: ?to be
properly informed, the consumer needs advertising?.
Also, advertising
help people learn about new products and service and improvements in
existing ones through advertising. Agu (1990) asserts that advertising
creates awareness, stimulates demand and encourages greater production
and ultimately leading to improvement in the standard of living. Hence,
advertising provides consumer education as it ensures national and
freedom of choice by consumers. The promotion of free and rational
consumer choice is a very important aspect of the informative role of
advertising. Practical advertising cannot be complete without a clear
understanding and application of the principles of consumer?s behavior.
Advertising
has grown as a tool of academic inquiry, a field of professional
practice and an index of modern business. It has come to assume the
center of modern business marketing strategy. Billboard advertising has
assumed a wider and prominent position of product promotion in recent
times in Nigeria. Despite electronic media, billboard advertising got
product promotion on the increase and has been dominating the forms of
advertising. A result of billboard advertising has emerged as it is
recognized by the advertisers as a subsidiary of the Advertising
Practitioners Council of Nigeria (APCON). But has been articulated by
Adeyemi (1969) the constitutional provisions on freedom of expression
can be said to amount only to an orderly 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 of the
practices of advertising in all aspects and ramification. 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
which accommodated in no small measure the use of billboards as a way of
communicating messages to the masses.
The increase in billboard
advertising underscores the effectiveness of billboard on product
promotion. Billboards are usually located at point with high vertical
and human traffic. Consequently, users of such points are regularly
exposed to the advertisement in the board. Secondary, billboards also
offers a high degree of vocational flexibility. In other words, the
boards can be placed where the advertisers actually intended them to be.
In addition, they tend to have lower cost per thousand than most of the
other media. They are usually more cost efficient, especially for the
advertiser with a small budget. Billboards offer the advantages of very
good colour reproduction and at the small time, it is an effective
reminder medium offer servicing as a catalyst for buyers who buy in
impulse. The greatest problem encountered by advertisers and their
agencies with regard to billboard is site monitoring is usually
deficient and so when posters get torn or washed out; it takes a while
to discover and repost. This is because the site are usually scattered
around very far geographical locations.
The posters used on the
boards are usually tedious to print and post especially when numbers 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 passer-by?s consciousness. In this case, they tend to function
better as a reminder media and execute the primary and the sole medium
for an advertising campaign. Aside its cost efficient, it contributes to
environmental aesthetic and enduring feature of landscape of towns in
the country.
Again, if one glances down the major lengths in the
streets in Nigeria metropolis, you will notice the presence of 7up
bottling company advertising billboard just to help the flag flying and
to make sure that the consumers will remain and always patronize their
products.
The seven-up (7up) bottling company PLC is one of the
largest independent manufacturers and distributors of the well-known and
widely consumed brands of soft drinks in Nigeria. Their brands are
Pepsi, 7up, Miranda, Teem and Mountain dew.
A Lebanese Mohammed
El-Khalil who came to Nigeria for the very first time in 1926 founded
the company. Mohammed is the father of the company?s current chairman
Faysal El-Khalil.
The company metamorphosed from a very successful
transport business (El-Khalil transport) in a bid to diversify the then
largest transport company in the then entire west of Africa. On October
1st 1960, the exact day our great country Nigeria won her independence,
Nigerians also experienced the birth of a soft drink giant as the first
bottle of 7up rolled out from their factory located in Ijora. Since then
the company continued to grow in the leap and the bound.
Outdoor
advertising has become a major advertising medium by advertising firms
in Nigeria metropolis using 7up as a study and it is an indispensable
source of revenue for Nigeria state government while advertisers buy
space in newspapers and magazines, for outdoor advertisers, he rent
cites as 7up usually points every corner in Nigeria metropolis with its
billboard.
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 of 7up bottling
company billboards in Nigeria metropolis. Also this study will try to
find out the acceptability of billboard advertising in the society.
Among other things, this study also helps to establish the contribution
of billboards to product promotion, acceptability of billboard
advertising in the society. This study also hopes to establish the
contribution of billboard to promote business.
1.2 STATEMENT OF RESEARCH PROBLEM
The
problem of this research work deals mainly on how billboard advertising
can develop the print media. We know advertising revenue is one of the
strongholds and pillars supporting the various print media and that
without advertising revenue most print media houses will collapse
especially private media houses. The research works explains how
billboard advertising sustains print media and to which extent and level
do billboard advertising promote products and services advertised.
1.3 OBJECTIVES OF THE STUDY
The following are the objectives of the study:
i. To find out if advertisers in Nigeria metropolis patronize billboard advertising.
ii. To determine the effectiveness of billboard advertising on 7up bottling company product provision and promotion.
iii. To find out whether it carries the same message with other media in the same product.
iv. To find out the contribution of billboards to environmental beauty or otherwise.
1.4 RESEARCH QUESTIONS
For this research work, the following questions were raised by the researcher:
a. Do Nigeria advertisers patronize billboard advertising?
b. How does billboard advertisement influence consumers of 7up bottling company in Nigeria metropolis?
c. To what extent do billboard advertising messages reinforce electronic and print media messages?
d. How far does billboard advertising contribute to environmental beauty?
1.5 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 promotion via 7up bottling
company billboard advertising. On the other hand, this study will also
serve as good feasibility study for perspective investors in billboard
advertising sub-sector.
1.7 LIMITATION OF THE STUDY
The study is
limited to the Nigeria metropolis. It is chosen as the area in carrying
out the research in this project and all research done within the study
are limited to Nigeria metropolis.
Due to the problem of time and
money, the researcher may also encounter certain other limitations such
as the problem of having to manage class work with the research work as
well as the problem of gathering enough materials for the study. But in
spite of this, the researcher will make sure that all this problems are
managed well in order to come up with a good result that can be a plus
to the area of study.
1.8 DEFINITIONS OF TERMS (OPERATIONAL)
a.
Impact: This refers to the average number of Nigeria residents that the
picture and wording of 7up bottling company billboard have made a
striking impression on.
b. Billboard: This refers to a large sign used for advertising of products and services.
c.
Promotion: This is the publishing and advertising of product tangible
or intangible. This is the placement of 7up bottling company billboard
in strategic places in Nigeria metropolis.
d. Product: This is a bundle of utility offered to the consumer by a profit and non-profit organizations.
You either get what you want or your money back. T&C Apply
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