TABLE OF CONTENTS
CHAPTER TITLE PAGE
Cover Page
Fly Leaf
Title Page – – – – – – – i
Certification – – – – – – – ii
Dedication – – – – – – – iii
Acknowledgements – – – – – iv
Table of Contents – – – – – – vi
List of Tables – – – – – – ix
List of Appendices – – – – xi
Abstract – – – – – – – xii
1.0 INTRODUCTION – – – – – 1
1.1 Background of the Study – – – – – 1
1.2 Statement of the Problem – – – – – 3
1.3 Objectives of the Study – – – – – 4
1.4 Research Questions – – – – – 4
1.5 Scope of the Study – – – – – 5
1.6 Significance of Study – – – – – 5
1.7 Limitations of the Study – – – – – 6
1.8 Definition of key Concepts – – – – 6
2.0 REVIEW OF RELATED LITERATURE – – 8
2.1 The Concept of Advertising – – – – 8
2.2 Concept of Billboard Advertising – – – 9
2.2.1 Factors Influencing Advertising – – – – 14
2.2.2 The Advertising Media – – – – – 15
2.2.3 Basic Functions of Advertising – – – – 18
2.3 Advertising in the 21stCentury Information Age – 19
2.4 Billboard Advertisement and Buying Behaviour – 20
2.4.1 Billboard Location – – – – – 20
2.4.2 Catching Billboard – – – – – 21
2.5 Development Trends in Nigeria Advertising
Environment Early Beginners – – – – 22
2.6 Theoretical Framework – – – – – 23
2.7 Review of Studies – – – – – – 24
3.0 RESEARCH METHODOOGY – – – 25
3.1 Research Design – – – – – – 25
3.2 Population of the Study – – – – – 26
3.3 Sample Size and Sampling Procedure – – – 26
3.4 Instrument for Data Collection – – – – 26
3.5 Validity and Reliability Of instrument – – 27
3.6 Method of Data Presentation and Analysis – – 28
4.0 DATA PRESENTATION, ANALYSIS AND DISCUSSION
OF FINDINGS
4.1 Data presentation and Analysis – – – – 29
4.2 Discussions of Findings – – – – – 37
5.0 SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1 Summary – – – – – – – 40
5.2 Conclusion – – – – – – – 42
5.3 Recommendations – – – – – 42
REFERENCES
APPENDIX /APPENDICES
ABSTRACT
The research work focused on the influence of billboard advertising on the patronage of Bornvita in Essien Udim Local Government Area. The objectives were to find out whether the people of Essien Udim Local Government Area are exposed to billboard advertising of bornvita, to ascertain the extent billboard advertising contributes to the patronage of Bournvita in Essien Udim Local Government Area.The researcher used the survey design method. The population used for this study was 192,668 being the official national population census figure of Essien Udim residents in 2020. The sample size for this study was 381, which were made of male and female who reside within Essien Udim Local Government Area. The instrument for data collection was the questionnaire. Findings showed that the residents of Essien Udim Local Government Area are highly exposed to billboard advertising of Bournvita product, resident of Essien Udim Local Government Area are motivated by the satisfaction of Bournvita product. The study recommends that the company should endeavour to use billboard to advertise their products since a greater number of people are influenced or motivated by it, and billboard should be located at a vantage position were all residents of Essien Udim Local Government Area can be exposed to. Lastly, billboard advertising of Bornvita products have contributed positively in the consumer’s choice of choosing Bornvita products.
CHAPTER ONE
INTRODUCTION
- Background of Study
Billboards have been used as an advertising medium for more than a century and are still used today, even since Jared Bell presented large cirus posters to the public in the public in the mid- 1800s, billboard advertising remains as a top medium for brand outreach.
Billboard are the largest and among the most impactful standard size out of home advertising media format.
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Looking at how advertising has progressed, roadside advertising has remained relevant since land transportations existence. Companies like pepsi cola and Palmolive started using roadside publicity nations widely recognized. Over the course of time, billboards remain as a top medium in the advertising world because of their power-compared to other popular marketing practices, their complex strategies considered prior or creation, and their successful design, and execution elements unlike television and radio advertisements, billboard cannot be turned off or skipped. Iveson (2011) pointed out how “It has become the only mass medium capable of reaching consumers as they go about their everyday lives” consumers spend a great amount of time each week in the car, and billboards are the free way or alongside the main road. Williams (2009) noted in his study how billboards are ultimately the last method of communication consumer’s fathom before taking action. It is likely for consumers to see the same billboard more than once a day in various locations.