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Outdoor Advertising An Effective Strattegy For Product Sale In The Nigerian Telecommunication Industry
[A CASE STUDY OFGLOBALCOM NIGERIA LIMITED]
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CHAPTER ONE
INTRODUCTION
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.
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ABSRACT - [ Total Page(s): 1 ]ABSTRACTOutdoor 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 ... Continue reading---
