Influence Of Airtel Billboard Advertisement On Consumers Patronage

The study evaluate the influence of airtel billboard advertisement on consumers patronage. Data for the research were collected through primary and secondary sources. The collected data were analyzed in tables and simple percentages, while the hypotheses were tested using the chi square technique. Given two hypotheses as stated in chapter one, these hypotheses were tested critically in chapter four to reveal the authenticity of responses by the respondents to the research questions. In the final analysis, attempts were made to bring to summary the tested research hypotheses.

Introduction

1.1 Background of the Study

Communication is life and life is communication. Communication is ubiquitous, it is all around man. Man cannot do without communication in the society. It leads people from instinct to inspiration through various processes and system to enquiring command and control.

The words of Schramm Roberts (1992) states that when one studies communication, he is studying people in relationship with one another, their groups, influencing each other and being influenced, informing and being taught, entertaining and being entertained.

According to Kottler (1994), communication is a symbolic behavior that occurs between two or more participating individuals. It has the characteristics of being a process, it is transactional in nature and it is effective, it is purposive goal directed behavior that can have instrumental or consummatory end (Linus, 2015).

Mass communication, De Fleur in theory of Mass Communication defined it as a means by which a groups norms and values are expressed, social control is exerted, roles are allocated, coordination of effort about happenings around his environment as well as to help him make good and right decisions, think right and react positively or negatively towards a particular products. This helps him to determine what feelings to develop.

According to Chris Douhudge, (1996:p.24) advertising is a commercial catalyst stimulated a consumption conscious society and remaining itself unchanged. He further adds that, advertising is a driving force for speedy realization of objectives whether in private or public business.

The British institute of practitioners in Advertising (I.P.A) defined it as thus: advertising presents the most persuasive positive selling message to the right prospect for the product or service at the lowest possible cost, J. Frank (1998).

Billboard advertising is defined in the town and country planning (control of advertising) Regulations (1946) an any word, letter, model sign, placard, board, door notice, device or representation whether illuminate or not used for purpose of advertisement, announcement or direction. It includes any hoarding or similar structure used or adopt for the display of advertisement.

Learned and educated people alike tend to agree that it is customary for the largest billboard advertisements remain inner position for a period of time, usually thirteen weeks so that they enjoy both twenty four (24) hours exposure and long life.

This repition ideas for the name plugging or sloganising advertisement which seeks to familiarized the audience with a brand name salves point or pack design. The task of the poster is often simply but contentious one.

1.2 Statement of Problem

In Nigeria nowadays, consumers are making choices because of the proliferation of more products in the market. Consumers make choices among the existing products based on their finance, desire and need. The problem of choice and decision set in to determine whether consumers choose products because of the exposure influence of advertisement.

Daily advertising has taken greater part of information disseminating in media houses. However, axiom has it that, "seeing is believing". For this reason, there is a major need to assess the effect of billboard adverts and the desire effect which billboard advertising has on a consumers or subscribers of Airtel product.

There are various researches and examinations on how Airtel billboard advert messages affect subscribers. The patronage they give Airtel products services to other GSM service(s) provide and the level of reception and influence of adverts is therefore the essence of the study.

1.3 Objectives of the Study

To achieve the goals and aims of this research work, the objectives are set thus:

To ascertain if the people of Ikot Ekpene are exposed to billboard advertising.

To assess the extent of aritel billboard advertising coverage in Ikot Ekpene.

To determine if aritel billboard advertising has affected the people of Ikot Ekpene.

1.4 Research Question

In order to help the researcher meets the goals of the study, the following questions were asked:

Are residents of Ikot Ekpene aware of the airtel billboard advertisement?

To what extent do Airtel billboard advertising cover Ikot Ekpene?

Does Airtel billboard advertising influence consumer patronage in Ikot Ekpene?

1.5 Research Hypotheses

To aid the completion of the study the following research hypotheses were formulated by the researcher;

H0: Airtel bill board advertisement does not influence consumers patronage in the study area
H1: Airtel bill board advertisement does influence consumers patronage in the study area

H02: Airtel billboard advertisement is not an effective advertisement strategy in the study area
H2: Airtel billboard advertisement is an effective advertisement strategy in the study area.

1.6 Scope and Limitation of the Study

The scope of this study comprises the people of Ikot Ekpene Local Government Area and their perception and conception towards airtel billboard advertisement. In the cause of the study, there were some factors which limited the scope of the study;

a) Availability of Research Material:

The research material available to the researcher is insufficient, thereby limiting the study

b) Time:

The time frame allocated to the study does not enhance wider coverage as the researcher has to combine other academic activities and examinations with the study.

c) Finance:

The finance available for the research work does not allow for wider coverage as resources are very limited as the researcher has other academic bills to cover.

1.7 Significance of the Study

It is believed that at the completion of the study, the findings will be of great importance to the marketing manager in formulation of policy that will enhanced effective implementation of marketing strategy which will aid increase in sales volume and customer patronage, the study will also be useful to the sales promotion team as the study seek to explore the effectiveness of billboard advertisement in relation to sales volume, the study will also be of importance to researcher who intend to embark on a similar study as the study will serve as a reference point to them, finally, the study will be of great importance to the marketing profession as the study will contribute to the pool of existing literature in the subject matter

1.8 Operational Definition of Terms

Billboard

Billboard is a large outdoor advertising structure, typically found in high-traffic areas such as alongside busy roads. Billboards present large advertisements to passing pedestrians and drivers

Airtel

Bharti Airtel Limited is an Indian global telecommunications services company based in New Delhi, India. It operates in 16 countries across South Asia and Africa

Advertisement

Advertising is an audio or visual form of marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea.

1.8 Organization of the Study

This research work is organized in five chapters, for easy understanding, as follows

Chapter one is concern with the introduction, which consist of the (overview, of the study), statement of problem, objectives of the study, research question, significance or the study, research methodology, definition of terms and historical background of the study.

Chapter two highlight the theoretical framework on which the study its based, thus the review of related literature.

Chapter three deals on the research design and methodology adopted in the study.

Chapter four concentrate on the data collection and analysis and presentation of finding.

Chapter five gives summary, conclusion, and recommendations made of the study.

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