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

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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:

i) Billboard creates awareness of product existence, more especially on newly introduced goods, and increases the sales.

ii) Billboard advertising is more likely to convey the advertising messages to the target audience than other form of advertising.

iii) 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.

iv) Billboard generally influences consumer’s decision.

v) 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.

TABLE OF CONTENTS

Title page

Approval page

Dedication

Acknowledgement

Abstract

Table of contents

Chapter one

Introduction

1.1 Background of the study

1.2 Statement of research problem

1.3 Objective of the study

1.4 Research questions

1.5 Significance of the study

1.6 Research hypotheses

1.7 Definition of terms

1.8 Assumptions

1.9 Limitations of the study

References.

Chapter two

Literature review

2.1 Introductions

2.2 Sources of literature

2.3 Contemporary Mass Media Theories Related to Effect of Billboard Advertising.

2.4 Historical development of Advertising

2.5 Billboard messages

2.6 Society’s uses and attitude to advertising.

2.7 The advertising media

2.8 Media selection

2.9 Summary

References

Chapter three

Research methodology

3.1 Population of the study

3.2 Sampling procedure

3.3 Sample size

3.4 Measuring instrument

3.5 Data collection

3.6 Data analysis

3.7 Expected results

References

Chapter four

Data analysis and results

4.1 Introduction of Data Analysis

4.2 Analysis of hypothesis

4.3 Discussion

Chapter five

Summary of findings, Recommendation and conclusion.

5.1 Summary and recommendation

5.2 Recommendations

Bibliography

Appendix

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

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