Role Of Outdoor Advertising In Achieving Marketing Growth In The Telecommunication Industry

This topic, the Role of outdoor advertising in achieving marketing growth in the telecommunication industry in Imo state was conducted to investigate the extent of relationship between advertising and the marketing growth of telecommunication institutions. However, to achieve the goal of the study, the quasi-experimental research design was used to study three (3) telecommunication firms, where twenty three questionnaires were administered to the respondents in order to obtain firms timely information. After a critical analysis of the data collected, the hypothesis was tested using the analysis of variance (ANOVA) with the aid of statistical product and services solution package (spss) and the following were the findings that; outdoor advertising contributes significantly to the marketing growth of telecommunication firms and moderating factors interfere with relationship between outdoor advertising and marketing growth in the telecommunication industry. Based on the findings, the following were recommended: the telecommunication industry should improve on its outdoor advertising strategy to make it very effectively and efficient. The telecommunication industry should ensure the conduct of customer analysis regularly so as to ensure better understand their target audience. Firms in the telecommunication sector should higher qualified professional agency to enhance the effectiveness of their advert. They should endeavour to adopt a media that is versatile flexible and with wide coverage so that they can effectively reach a larger size of the target market. They should effectively carryout the environmental assignment to enable them know about current opportunity and treat that might affect the effectiveness of their outdoor advertising strategies.

This study primarily was undertaken to investigate the nature of relationship between outdoor advertising and marketing growth in the telecommunication industry in Imo state. It will also determine the following specific objectives.

1. Whether the advertisers conducts customer analysis (to understand its customers) before designing outdoor adverts.
2. The extent to which the efforts of the advertising agencies matches the expectation of the organisation (advertiser).
3. How effective the media is, in achieving the desired growth of telecommunication firms.
4. What the perception of consumers are towards out door advertising.
5. The cost of embarking on outdoor advertising commensurate - the performance of the telecommunication organisation.

Whether moderating factors (competition, economy, technology and government policies) interfere in the relationship between outdoor advertising and marketing the performance of telecommunication organisations

Ho₁: Outdoor advertising does not contribute significantly to the marketing performance of the telecommunication industry.

Ho₂: Moderating factors do not interfere in the relationship between outdoor advertising and the marketing performance of the telecommunication industry.

1. What is the correlation between advertising and the marketing performance of outdoor services?
2. To what extent does the efforts of the advertising agencies matches the expectation of the organisation.
3. How effective is media in achieving the desired growth of telecommunication firms?
4. What perception of consumers are towards outdoor advertising?
5. Does the cost of embarking on outdoor advertising commensurate with the performance of telecommunication organisation?
6. Do moderating factors affect the relationship between outdoor advertising and marketing, growth of telecommunication organisations?

• Outdoor Advertising As A Marketing Strategy For Product Sale In The Nigerian Telecommunication Industry
• Influence Of Outdoor Advertising On The Consumers
• Influence Of Outdoor Advertising On Politicians Electoral Success In Nigeria
• Effect Of Indigenous Language In Outdoor Advertising Of Goldberg Beer On Youths

• Marketing Project Topics and Materials