TABLE OF CONTENTS
CHAPTERS TITLE PAGE
Fly Leaf
Title Page – – – – – – – i
Certification – – – – – – ii
Dedication – – – – – – – iii
Acknowledgement – – – – – iv
Table of contents – – – – – – v
List of Tables – – – – – – vi
Abstract – – – – – – – ix
- INTRODUCTION
- Background of the Study – – – – – 1
- Statement of the Problem – – – – – 5
- Objectives of the Study – – – – – – 6
- Research Questions – – – – – – 7
- Scope of the Study – – – – – – 8
- Significance of the Study – – – – – 8
- Limitation of the Study – – – – – – 8
- Definition of Terms – – – – – – 8
- REVIEW OF RELATED LITERATURE
- Concept of Advertising – – – – – – 10
- History of Advertising – – – – – – 13
- Consumer Behaviour in Advertising – – – – 16
- Billboard Advertising – – – – – – 18
- Characteristics of Airtel Advert – – – – 19
- Historical Background of Ikot Ekpene Local
Government Area – – – – – – – 20
- Theoretical Framework – – – – – – 22
2.8 Review of Study – – – – – – – 24
- RESEARCH METHODOLOGY
- Research Design – – – – – – – 26
- Population of the Study – – – – – – 26
- Sample and Sampling Procedure – – – – 27
- Instrument for Data Collection – – – – – 27
- Method of Data Analysis – – – – – 29
4.0 DATA PRESENTATION, ANALYSIS AND DISCUSSION OF FINDINGS
4.1 Data Presentation and Analysis – – – – – – 30
4.2 Discussion of Findings – – – – – – – 40
5.0 SUMMARY, CONCLUSION AND RECOMMENDATION
5.1 Summary – – – – – – – – – 43
5.2 Conclusion – – – – – – – – – 44
5.3 Recommendations – – – – – – – 45
References
Appendix/Appendices
ABSTRACT
This research project was designed to assess the effective of Airtel Billboard advertisement on consumer behaviour in Ikot Ekpene Local Government Area. The objectives of this study were: to determine if Airtel billboard has affected the people of Ikot Ekpene, to ascertain the brand loyalty of Ikot Ekpene residents to Airtel billboard advertisement, to ascertain the extent of Airtel billboard advertising coverage in Ikot Ekpene. The total population of Ikot Ekpene was seventy five thousand, five hundred and forty eight (75,548) according to the last national census of 2006. The researcher is now drawn the subject into wards that made up Ikot Ekpene Local Government Area, this Wards were; Ward 1, Ward 2, Ward 3, Ward 4, Ward 5, Ward 6, Ward 7, Ward 8, Ward 9 and Ward 10. The researcher used survey method because of its ability to generate useful data. The instrument use for data collection was questionnaire. Three hundred (300) questionnaires were administered to obtain information for data study and two hundred and forty (240) were used for the analysis. The study found that the billboards and posters have contributed to media advertisement on branch loyalty. On this note, it concluded that advertising and the medium carry. The advertisement has a great effect on the purchasing habit of the consumer and also goes along ways to boost the sale of the product itself. Beside advertisement other factors like price rate, quality, branch name also help in influencing the consumers purchasing behaviour. Among the recommendations are, that Airtel owners should have the rate, and sell in normal rate. One hundred naira recharge card should not be sold at the one hundred and ten Naira (110) where as it should be normal one hundred naira and Airtel dealers should have freedom of demand in the constitution that they should be free in moving from one place to another. These can help them to sell their product to those people that cannot get access to their product.
CHAPTER ONE
INTRODUCTION
- Background of the Study
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 advertisement has assumed a wider and prominent position in product promotion in recent times in Nigeria. Despite electronic media, billboard advertisement got product promotion on the increase. This new discovery is product promotion has not only given rise to advertising agencies that specialized only in billboard advertisement in Nigeria which is recognized by advertisers as a subsidiary of the advertising practitioner council of Nigeria (APCON). But as it has been articulated by Adeyemi (2016), the constitutional provision on 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 advertisement 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 advertisement under sources the effectiveness of billboard advertisement in project promotion. Billboard ensure frequent and repeated exposure to the advertisement billboards advertisement are usually located at points with higher vehicular and human traffic.