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, 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 1.1Background of the study 1.2Statement of research problem 1.3Objective of the study 1.4Research questions 1.5Significance of the study 1.6Research hypotheses 1.7Definition of terms 1.8Assumptions 1.9Limitations of the study References.
Chapter two Literature review 2.1Introductions 2.2Sources of literature 2.3Contemporary Mass Media Theories Related to Effect of Billboard Advertising. 2.4Historical development of Advertising 2.5Billboard messages 2.6Society’s uses and attitude to advertising. 2.7The advertising media 2.8Media selection 2.9Summary References
Chapter three Research methodology 3.1Population of the study 3.2Sampling procedure 3.3Sample size 3.4Measuring instrument 3.5Data collection 3.6Data analysis 3.7Expected results References
Chapter four Data analysis and results 4.1Introduction of Data Analysis 4.2Analysis of hypothesis 4.3Discussion
Chapter five Summary of findings, Recommendation and conclusion. 5.1Summary and recommendation 5.2Recommendations Bibliography Appendix