ABSTRACT
This research work, the impact
of billboard advertising on sales of selected detergent in Aba
metropolis Abia state. The aim of the study is to ensure frequent and
repeated exposure to the advertisement, it also offers a high degree of
vocational flexibility. To appraise the use of billboards by advertising
firms on Eva detergent products. To identify the defect or otherwise in
the corrective use of billboard by Eva firms as a medium of
advertising. The population of the study was 400 while the sample size
is 200. Descriptive research design was used in carrying out a sample
survey. Primary and secondary data were also used in data collection
through the use of structure questionnaire data were analysis using
tables’ percentages and chi-square (x2). The result of the testing shows
that there is a significance and relationship between the billboard
advertising and marketing of the selected products it also revealed that
a company can achieve its objective by adopting the various promotions
tools in billboard the importance billboard process and its concepts
were also highlighted. The study concluded that survey customers and
staff of the company feedback had an effective impact on the sales of
detergent in the company.
...
CHAPTER ONE
1.1
BACKGROUND
OF THE STUDY
Advertising
has grown increasingly popular as an object of academic inquiry, a field of
professional practice and index of modern business. It has come to assume the
centre of modern marketing and it is one of the major forms of detergent in
sales and service marketing. Billboard advertising has assumed a wider and
prominent position in sales of detergent in recent times in Nigeria. Despite
electronic media, billboard advertising got sales of detergent in the increase.
This new discovery in sales of detergent has not only given rise to
advertising agencies, that specialized only in Billboard advertising in Nigeria
which is recognized by advertising as a subsidiary of the advertising
practitioners council of Nigeria APCON, but has been articulated by Adayein
(1969), the constitutional provision of freedom of expression can be said to
amount only to an ordered freedom of which cannot be used as a license to
spread communication that debased public morality. However many of these
ethical principles have in the course of time grown to become statuony
regulating condiment laws.
Decree
55 of 1988 among other provision provides that APCON should regulate and
control the practice of advertising in all its ramifications. It is in exercise
of this immense and wide power conferred on it; that APCON developed a code of
ethic to guide and regulate the practice of advertising in Nigeria. The
evidence increase in Billboard advertising underscores the impact of Billboard
in project of detergent. Billboard ensures frequent and repeated exposure to
the advertisement. Billboards are usually rotated at points with higher
vehicular and human traffic.
Consequently,
users of such point are regularly exposed to the advertisement in the board.
Secondly billboard also offers a high degree of vocational flexibility.
In other words, the boards can be
placed when the advertisers actually intended then to be in addition, they most
of the other media, they are usually more cost efficient especially for the
advertising with a small budget.
Billboard offers the advantages of
very good color reproduction and at the same time it is an impact reminder
medium offer servicing as a catalyst for buyer who buy in impulses. The
greatest problems encountered by advertisers and the agencies with regard to
billboard is site monitoring is usually defiant and so when posters get torn or
washed out of takes a while to discover and repost. This is because the site
are usually scattered around very far geographic locations.
Winstan
Fletche (1979), identifies the following determinant of the strength of a
billboard advertising such as the number of posters put on any given area, the
size of the posters the specific sitting of the poster and the length of the
campaign. Because of the problem of the more board in a given area, the greater
the problem of doffer, many authorities regulated the sitting of boards as to
prevent their indiscriminate location poster come in standard sizes referred to
as sheets, the dimensions of a single sheet are usually expressed in inches for
easy handling and processing. A single limit of sheet is usually 20 inches wide
by 30 inches deep. The most commonly available poster formats are 16-sheets, 32
sheets and 48 sheets.
Billboard advertising has become a
major advertising firms in Abia state metropolis and an indispensable source of
revenue for Abia state government while advertiser buys space in newspaper and
magazines, for billboard he went sites.
In Abia state metropolis, renting a
site centers in an advertiser the right of having his poster displayed on the
site. To do this advertiser or his agency will retain a Billboard advertising
company.
For all the media enumerated,
management of the advertising operation is very delicate task, since in most
eases advertising represent a significance source of corporate profitability.
For Billboard companies particularly,
the key task will entail keeping a table of contact on advertising agencies and
salutation so that they can use the billboard firm for the campaign. Other
tasks include monitoring of sites to ensure those posters are a good. Order and
properly posted invoicing agencies for sites created and prompt payment of
rental charged to the state government via local authority in executive. The
research will try to identify the billboard advertising seems to be more
popular than other means of advertising in terms of sales to detergent in Abia
state metropolis.
Also this study will try to find out
the acceptability to billboard advertising in the society.
Among other things, this study also
hopes to establish the contribution of billboard to sales of detergent and
consumption.
1.2
BRIEF
HISTORY OF THE COMPANY
The
history was dated in 1990 when it commences its operations. Basically Eva soap,
Delta soap and Joy soap. A market survey of major provision market in Lagos,
revealed an increase in patronage of the brand by bathing soap consumer whose
confidence in the product were re-enforced with a recent campaign by the brand
owner. The company embarked on a vigorous campaign running on Tv, radio,
outdoor (including BRT business and social media aims at refreshing the brand
image and further build consumer awareness around the brand while positioning
it as wholly Nigeria brand. It was first introduced to the market in the 90’s
but didn’t quite stand out as a popular brand then. A reaunch of the soap in
November 2012, following its local production, earned. It was popularity and
today it was undoubtedly become one of the top three (3) toilet soaps of choice
in Nigeria. The company has about ten variants of richly fragranced soaps which
include Eva classic, Eva gold, Eva herbal, Eva pearl, Eva forever, Eva irony,
Eva romantic, Eva moringa, Eva fresh and Eva natural fairness. Delta soap,
enriched with natural plant extracts like Aloe Vera. Delta soap is a strong
antioxidant soap that protects the skin while fighting against infection and
bacteria. Our ultra-rich Delta soap formula leaves your skin clean and fresh
and you do not experience any dryness or itch, it is an all-natural medicated
bar that daily moisturizes your skin, while protecting you from germs and
bacteria. You will enjoy the fresh, clean scent of this beautiful Aloe-Vera
infused bar as it reduces tissue damage, nourishes and cleanses your skin.
Different
authors agree however, with the fact that advertising has been making giant
strides of progress over the years.
During
19th century; the means of production and distribution we
revolutionized and so were the scope and scale of advertising. Reporting on the
growth of advertising in the 20th century, chambers encyclopedia
agrees (PQO) that quality of advertising continued to grow rapidly its
techniques development and standards improved by self imposed regulation by
pressure from news paper owner and by legislation.
Advertising
came to be accepted as part of newspaper and magazine in almost every country
in the world. In the early days of advertising where printing was on the well,
it is used as a means of communication to people about the available goods and
services. In sight communication to limited (end of 1999 journal) stated that
the most powerful acts in the early years Billboards and poster which
advertiser color and illustration to help put across a desirable dramatic image
of their products.
Eva
soap firms were among the first top three to discover the power of Billboard
advertising. In 19th century if these were to be Billboard in the
street, the street will be more colorful and will be left there.
On the impact of advertising and the
use of white aspect David Shelly Nicholl, noted that while space advertising
that few words space insautly commands attention, and that Billboard are there
to recall minding whether been watched in television.
This
issue of white space has given Billboard and added advantage in other forms of
advertising. It is only in Billboard that white space can be greatly be made
use there. Nicholis study is line with the study. A good example of a Billboard
which has made use of white space in Abia state urban is brown and brown
advertising which says BROWN AND BROWN WHEN THE COLOUR IS UNSEAL.
Still on white space, gam Relehort
stated that large space provides better attention values to the Eva product and
it added that most advertisers find it economically efficiency to use large
space when first introducing a product. They do this on the theory that in
field display in large space will arrest the attention of the greatest possible
number of readers.
Paul Nelso mob stated that color helps
to the reader to advertisement better that black done and that it represents
with high fidelity what the sales of its setting and the people using it, it
emphasizes easily what needs to be emphasized.
Moreover,
it attracts attentions create interest desire distinction, and emphasis helps
in identifying the sales of which gives a real life image of the product image.
According to Nwosu, color could be
used to illustrate prove or interpet the buyers benefits and promise it is also
used to enduring the advertisement with quality and prestige medium Davids also
state that billboard whether on boarding or transport sites offer you the full
benefit of color and high quality can be assumed since printing of the
Billboard rests within your own control. He also stated that billboard one
mainly regarded by many as the ideal remainder medium in Britian and other
advanced countries.
However, the reverse is the case in
developing countries like Nigeria in which Chri. A dough Udje stated that
advertising is not just a remind medium in Nigeria.
It is a main medium to many illiterate
who are not exposed to radio, the television cinema newspaper and have to significance
amount of purchasing power that advertiser cannot ignore.
1.3
STATEMENT
OF PROBLEM
The
current economic recession paralyzed almost at business activities in Nigeria
and industry is not an exception. Though this research work centers in the
impact of Billboard advertising in the sale of Eva soap in Nigeria,
The numerous problems encountered by this
industry ranged from its visual pollution and it is the target of some
regulatory restriction. There are limited ability of billboard advertising to
covey product information to the target market. There is also no space to
develop lengthy message in billboard advertising. Billboard advertising is
inability to narrow audience that is selectivity of that exposure is difficult
to achieve. This means that considerable waste circulation occurs in billboard
advertising.
1.4
PURPOSE
OF THE STUDY
1. To
appraise the use of billboard by advertising films on Eva detergent product.
2. To
identify the defect or otherwise in the corrective use of billboard by Eva
firms as medium of advertising.
3. To
identify the problems with detergent firms in counter on the use of billboard
as a medium of advertising.
4. To
establish the relationship between use of billboard as medium of advertising
and increase market share.
5. To
also establish how effective use of billboard effective advertising will bring
about better customer advertising.
6. To
recommend the most appropriate method of billboard advertising that will result
better customer advertising.
1.5
RESEARCH
QUESTIONS
1. Can
the use of billboard advertising firm on Eva soap and delta soap product be
appraise?
2. Can
the use of billboard advertising be effective medium used to increase market
share?
3. Can
the use of billboard advertising be the best medium which the Eva and Delta
soap company will use to advertise the product?
4. Does
the use of billboard advertising changes to be the lowest cost of medium in
advertising Eva and Delta product?
1.6
RESEARCH
HYPOTHESIS
H01The use of billboard by
advertising firm on Eva and Delta product cannot be appraised.
HI1
the use of billboard by advertising firm on Eva and Delta can be
appraised.
2
H02 the use of billboard
advertising cannot deface the beauty of our citizen more than other forms of
advertising.
H02
the use of billboard advertising tend to be defacing the beauty of our
citizen more than other forms of advert.
3
H03 the
use of billboard advertising message do not contradict other advertising
message.
H13
the use of billboard
advertising message contradict other advertising message.
1.7 SCOPE
AND LIMITATIONS OF THE STUDY
This
research work is done on the impacts of billboard advertising on the marketing
of Eva and Delta products in Abia metropolis so that a decision and detailed
analysis could be carried out. Also it will touch area like, the effect of
sales promotion in an organization and how it contributes to its growth and
increase in market share. To make the research more reliable and valid, the
sample studies were cut across to all categories of management and some other
staff of the organization.
Time
factors: the time allocated to this research study is not enough that is why
the researcher find it difficult to accomplish the relevant information needed
for the study.
Financial constraints: due to financial
incapability, the researcher encountered problem together with the materials
needed for the accomplishment of the study, also lack of the relevant material
in the school library such as textbook, articles, magazines, newspaper and
journals.
1.8 SIGNIFICANCE
OF THE STUDY
This
study brings to our knowledge the degree of influence other sales of detergent
activities and advertising exerts on Billboard advertising.
The
study will also serve as a guide to manufactured and advertiser in their day to
day management of sales of detergent, via the billboard advertising on the
other hand, this study for prospective investors in billboard advertising
subsectors.
1.9 DEFINITION
OF TERMS
However, before going on to explain
the terms it will be pertinent to look into the major concepts of my projects
topic one after the other “The impact of Billboard Advertising on the marketing
of selected detergent product” in Aba metropolis Abia state.
Billboard
advertising are designed to catch a person’s attention and create an impression
very quickly, leaving the ready thinking about the product after they have pass
the advertise and there are many types of billboard which as follows painted
billboards, digital billboards, mobile billboards, multi-purpose billboard and
many others and Eva soap is among the selected product a complexion soap is a
beauty product that is fortified with vitamins, minerals and natural extracts
which condition the skin while giving its user the feeling of a luxuriant bath,
it was first introduced to the market 90’s but didn’t quite stand out as a
popular brand then.
A
relaunch of the soap in November 2012, following its local production, earned
it vast popularity and today, it has undoubtedly became one of the top three
toilet soaps of choice in Nigeria homes. And also with Delta soap medicated and
antiseptic is used for the treatment, control, prevention and improvement of
the many skin disease.