OUTDOOR ADVERTISING AS A MARKETING STRATEGY FOR PRODUCT SALE IN THE NIGERIAN TELECOMMUNICATION INDUSTRY (A CASE STUDY OFGLOBALCOM NIGERIA LIMITED)
Outdoor advertising cannot be ouremphasis due to the role they play in disseminating message either directly or indirectly form the producer or the advise, outdoor advertisement are those advert that potential buyers and the real longersa see freely on our ways for examples the bill boards singposl, bulentine and other trade mark that point or direct us to a particular porsuit, this advert allow consumer to know more about the product since the consumer will be able to read and know the meaning of what the advert is saying and not only that, it also reduced cost unlike the Television or Radio advert where the advertiser buy time or space and this is usually short due to time schedule for other programmes which makes outdoor advertisement better because people see it even without watching or listened to their T.v set. A goo example of outdoor advertisement is the bill baord that shows clearly the logo of Glo in the Glo rule your world paite almost all the centre of each to win. In the course of this study, the relevant of outdoor advertisement will be analuyzed and the marketing aspect of it will be discuss at length. Research methodology in analysis the data graffen will also be look up to such as the primary and secondary source data while the reseracher will apply the use of questionnaire poal interview and other methods. Lastly,, the researcher will arived at a conelism where adequate information and recommendation will be use to advice the cases study and also other important of advertising and various types of advertising will be discussed.
TABLE OF CONTENT
Table of Contents
CHAPTER ONE: INTRODUCTION
1.1 Background of the study
1.2 Statement of problems of the study
1.3 Aims and objective of the study
1.4 Significance of the study
1.5 Scope of the study
1.5.1 Theoretical scope
1.5.2 Geographical scope
1.5.3 Industrial scope
1.5.4 Time scope
1.6 Limitations and Constraints to the study
CHAPTER TWO: LITERATURE REVIEW
2.1 Review of past research reports on the subject matere (impericcal review)
2.2 Review of general text (theoretical review)
2.3 Summary of review
2.4 Hypothesis formualtion
CHAPTER THREE: RESEARCCHH METHODOLOGY
3.1 Research design
3.1.1 Data collection method/techniques
- Types of data collection
- Source of data
- Method of collection
3.1.2 Data presentation and analysis tecniques (tolls of analysis)
3.2 Sampling precedures
3.2.1 Defination of population
3.2.2 Sample unit
3.2.3 Sample frame
3.2.4 Sample size and distribution
3.2.5 Sample selection
4.1 Brief history of case study
4.2 Data presentation and analysis
4.3 Analysis of problems and hypothesis testing
4.4 Summary of findings
Summary, conclusion and recommendation
5.1 Summary of report
1.1 BACKGROUND OF THE STUDY
In view of the increase rate of advertising median it has become imperative for advertising spenders to always seek for the justification for the additional cost of advertising their product or services.
This also puts the task of providing the justification for the continuous media rate increase on the media owners, so outdoor advertising practitioners being one of those at the center of these owners that must be justify in this sense how effective it’s medium.
Convincing answers to such a requirement determine the level of patronage a medium of advertising command for the advertisers.
Advertisers have substantially increased their spending no outdoor advertising media over media over the last decade outdoor advertising provides an excellent way to reach important local consumer segments.
1.2 STATEMENT OF PROBLEM JOF THE STUDY
In the process of my findings there was a certain question which confronted this study but its yet to be answered our know to the study. Outdoor advertising in Nigeria servers as a popular means of informing or educating and even creating awareness to the public about goods and services, which has been in existence for almost centurion’s years.
Despite all these the study is yet to identify the reasons why outdoor advertising in Nigerian is yet to attain the internation standard? Hence I have decided to go into researching the reasons, why the short coming exist. If at all I find out and I hope that the findings would not only confirm existing fears but also unearth other facts millitfating against achieving effective but outdoor adervertising in Nigeria.
1.3 AIMS AND OBJECTIVE OF THE STUDY.
Outdoor advertising is important as it is to advertising and marketing profession and also the nation company has been commendable in its performance.
This write up is to establish the importance of outdoor advertising as it concerns the marketing outfit vis-visa the 0countribution of the four major parties involved in the briefing, planning, execution and monitoring or outdoor advertising and effectiveness in relation to marketing in Nigeria.
The aims and objective is to identify how the parties involved can help outdoor advertising to be more significant in the marketing industries.
1.4 SIGNIFICANT OF THE STUDY
This write-up tells the contribution of the four major parties involved in the briefing; planning, execution and monitoring of outdoor advertising and its effectiveness in relation to marketing in Nigeria which tends to educate the public and all individual willing to engage in outdoor advertising practice.
The study also serves as a powerful reminder and supporting means to any serious advertising campaign.
1.5 SCOPE OF THE STUDY
The study covers marketing strategies, marketing concepts and its meaning, advertising and a business, types, merit and –demerit of outdoor advertising and why it is not effective as it should be.
It also talked about advertiser, advertising agency, advertising media owners and their roles association of outdoor media owerners government authorities and outdoor advertising and contribution be considered when erecting a bill board and also shed light on background of the case study (GLO).
It went further in discussing the problem area in out advertising practice in Nigeria.
This project work was done in Ilorin metropolis of kwara state from January 2011.
1.5.1 THEORETICAL SCOPE:-Various marketing activities and function are being embarked upon in the company both, for simplicity of this study outdoor advertising as a marketing strategy in telecommunication industry was chosen so that concentration will be to the study.
1.5.2 GEOGRAPHICAL SCOPE:-The area covered for this study were also limited in order for convenience Globalcom Nigeria limited was selected, when gives attention to outdoor advertising by ensuring it applicable to solve problems asociated with the out door advertising. It was choose due to the roximity of the research.
1.5.3 INDUSTRIAL SCOPE:-this implies specification of industry which global comm. Company is belong to the communication industry under which they are specified them make their product to be awareness to various customer
1.5.4 TIME SCOPE:- This is the period of time used in the completion of this research work was within five months this was so because reliable and objective data have to be collected.
1.6 LIMITATION AND CONSTRAINTS TO THE STUDY
As it is, one can’t walk with out the head staking. In period used for this project there were some difficulties encountered, which are as follow.
Financial constraints: financial barrier stand as limitation to this study as a lot of money required in administering questionnaires in gathering relevant data.
Time constraints: period of this study is very short because, it was based on schedule, as the available time has to shared among other activities such as lecturer e.t.c
Language constraints: there were differences in language (researcher) and the respondent under standing. These will showdown the peace of the study.
Despite all the above bottleneces, it is the researcher that the study will achieve its aims and objective.