1.1 Introduction
Advertising is a strategic communication process used by organizations to inform, persuade, and remind target audiences about their products, services, or ideas. According to Kotler and Keller (2016), advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. It serves as a powerful tool in marketing, influencing consumer behavior and driving sales by building product awareness and brand preference. Among various forms of advertising, billboard advertising stands out as a prominent method due to its wide reach and visual impact (Kotler and Keller, 2016).
Billboard advertising refers to the use of large-scale outdoor boards placed in strategic locations to display promotional messages to a broad audience. As noted by Arens, Weigold, and Arens (2013), billboards operate as a continuous reminder, capturing the attention of both pedestrians and motorists, thereby reinforcing brand identity and recall. In developing urban centers like Enugu Metropolis, billboards have become an essential medium for businesses aiming to stand out in a competitive market.
As a prelude to other parts of this study, this chapter will discuss the background upon which this study was initiated, the statement of problems that led to this study, the Aim and Objectives of the study. Others are Significance of the study, Scope of work, Research hypothesis and questions, Limitation of the study and Definition of terms.
1.2 Background of Study
Billboard advertising, as a form of out-of-home (OOH) media, dates back to ancient civilizations where public notices, inscriptions, and stone carvings were used to communicate messages in public spaces. However, the modern concept of billboard advertising began to take shape in the 19th century with the advent of large-scale printing technologies. Okoro and Nnadi (2017) stated that billboard advertising in Nigeria became prominent in the post-independence era, especially in major cities like Lagos, Port Harcourt, Kano, and Enugu. As urbanization increased and economic activities intensified, the demand for large, visible, and constant advertising platforms grew, leading to the widespread adoption of billboards by local and international businesses alike (Okoro and Nnadi, 2017).
In the dynamic and competitive world of marketing, advertising plays a central role in creating awareness, generating interest, and stimulating demand for goods and services. Among the various channels employed by marketers, billboard advertising has remained a popular and persistent method, particularly in urban settings where visibility and foot traffic are high. According to Kotler and Keller (2016), advertising is a paid form of non-personal communication through various media by business firms and non-profit organizations to promote their ideas, goods, or services. Billboard advertising, as one of the oldest forms of outdoor advertising, continues to play a significant role in shaping consumer perception and influencing buying decisions.
Billboards are large, strategically positioned advertising structures placed in high-traffic areas to capture the attention of motorists and pedestrians alike. Arens et al. (2013) asserted that billboards function as a constant visual reminder, creating brand awareness through repeated exposure. Their visibility and permanence in specific locations allow businesses to communicate messages around the clock, making them an effective tool for promoting products to a mass audience. In Enugu Metropolis, a growing urban center in southeastern Nigeria, the use of billboard advertising has become increasingly prevalent among both local and multinational companies.
Agba and Onu (2015) reported that in many Nigerian cities, including Enugu, businesses consider billboard advertising an essential component of their marketing mix due to its potential to reach a wide and diverse audience. They affirmed that the strategic positioning of billboards along major roads and commercial areas enhances the likelihood of message retention among consumers. Similarly, Ogbodo and Nwankwo (2018) stated that the relatively low cost of maintenance and long-term exposure of billboards make them a preferred choice for advertisers seeking to promote their products consistently over time. However, the effectiveness of billboard advertising in promoting products is not without debate.
Nwaizugbo and Anukam (2014) contended that the clutter of advertisements in urban areas reduces the impact of individual billboards, as consumers may become desensitized to repetitive messages. In addition, factors such as poor design, lack of creativity, and ineffective message framing may limit the influence of billboard campaigns on consumer behavior. On the other hand, some advertisers maintain that billboard advertising remains an indispensable tool, especially in regions where digital marketing has yet to achieve significant penetration. This study is set against the backdrop of these concerns, aiming to investigate the real impact of billboard advertising on product promotion in Enugu Metropolis.
1.3 Statement of Problems
Investigation revealed that many businesses continue to invest heavily in billboard advertising without clear data on return on investment, leaving uncertainty about its real contribution to product promotion. Also, visual fatigue among consumers due to excessive billboard clutter in urban centers like Enugu is reducing the uniqueness and effectiveness of individual advertisements.
On the other hand, some business owners argue that billboard advertising remains relevant, especially in areas where digital media reach is limited or less trusted. They believe that its constant visibility, large size, and strategic location give it a unique edge in creating brand awareness and reinforcing product messages. Nevertheless, this belief is not always supported by empirical data, particularly regarding how consumers respond to such advertising in comparison to other marketing methods.
Furthermore, regulatory and infrastructural issues such as poor maintenance, lack of standardization in billboard placements, and content control also affect the credibility and impact of billboard advertising. It is against this backdrop that this study seeks to examine the effect of billboard advertising on product promotion, using Enugu Metropolis as a case study, with the aim of providing empirical insights into its relevance and effectiveness in today's competitive market environment.
1.4 Aim and Objectives of Study
The aim of this study is to assess the effect of billboard advertising on product promotion in Enugu Metropolis. In achieving this aim, the following specific objectives were laid out as follows:
- To evaluate the influence of billboard advertising on consumer awareness of products.
- To examine the role of billboard advertising in influencing consumers' purchasing decisions.
- To assess the perception of consumers toward billboard advertisements in Enugu Metropolis.
- To determine the challenges and limitations associated with the use of billboards for product promotion.
1.5 Research Questions
The study came up with research questions so as to be able to ascertain the above stated objectives. The specific research questions for the study are stated below as follows:
- How does billboard advertising influence consumer awareness of products in Enugu Metropolis?
- What role does billboard advertising play in influencing purchasing decisions of consumers?
- What is the perception of consumers regarding billboard advertisements in Enugu Metropolis?
- What challenges are associated with the use of billboard advertising for product promotion?
1.6 Research Hypotheses
In order to pursue the objective of this study, the following generalized statements have been designed to guide and aids in obtaining the result for the experiment to be conducted. For this work, the null hypothesis will be represented with H0 while the alternative hypothesis will be represented with hypothesis H1.
Hypothesis One
- H0: There is no significant relationship between billboard advertising and consumer purchasing decisions in Enugu Metropolis.
- H1: There is a significant relationship between billboard advertising and consumer purchasing decisions in Enugu Metropolis.
Hypothesis Two
- H0: Billboard advertising does not significantly influences consumer perception of promoted products.
- H1: Billboard advertising significantly influences consumer perception of promoted products.
Hypothesis Three
- H0: Challenges in billboard advertising does not significantly limit its effectiveness in product promotion.
- H1: Challenges in billboard advertising significantly limit its effectiveness in product promotion.
1.7 Significance of Study
It is believed that at the completion of the study, the findings will help marketers and business owners and beyond to make more informed decisions regarding the use of outdoor advertising for product promotion. In addition, this study will benefit business owners and marketing professionals by helping them evaluate the return on investment from billboard advertising and determine whether it is a cost-effective promotional strategy in today's media environment.
Furthermore, the study will enrich academic literature and support future research in the field of advertising and marketing communications. The outcome of this research study will also serve as a guide for policymakers on regulating billboard placements and content for maximum public benefit.
Lastly, the research study will serve as a relevant contribution to existing literature on advertising strategies and consumer behavior in Nigeria, offering a basis for further studies in media, marketing, and communication.
1.8 Scope of the Study
This study focuses on the effect of billboard advertising in product promotion within Enugu Metropolis, Nigeria. It examines selected businesses and consumers who interact with billboard advertisements located in strategic commercial zones of Enugu.
1.9 Limitations of the Study
The study was limited by a number of challenges that affected the overall research process.
- There was insufficient data from some billboard owners and agencies regarding advertisement strategies.
- Frequent power failure disrupted the pace of research and communication. Respondents delayed in filling out and returning questionnaires.
- Financial limitations restricted broader coverage of billboard locations, while time constraints reduced the ability to conduct follow-up interviews with all stakeholders.
1.10 Definition of Terms
Advertising:
According to Kotler and Keller (2016), advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. In this study, it refers to the messages placed on billboards to promote products to consumers in Enugu.
Billboard Advertising:
Billboard advertising refers to the use of large-format print or digital boards placed in high-traffic areas to deliver promotional messages. Arens et al. (2013) stated that it is a common form of outdoor advertising designed to create lasting visual impressions on the audience.
Product Promotion:
Product promotion is the process of informing, persuading, and reminding potential customers about a product in order to influence their buying decisions. According to Belch and Belch (2015), it is a key component of marketing communication aimed at driving product awareness and sales.
Consumer Awareness:
This refers to the level of knowledge and recognition that consumers have about a product or brand. Umeogu and Oji (2015) affirmed that consumer awareness is a prerequisite for effective marketing, as it determines whether a customer considers a product during decision-making.
Perception:
Perception is the process by which individuals interpret and make sense of information. In advertising, it refers to how consumers view and understand promotional messages. Kotler and Armstrong (2014) asserted that consumer perception plays a central role in how advertising influences behavior.
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