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Impact Of Bilboard Advertising On Product Promotion
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Despite electronic media, billboard advertising got product promotion on
the increase and has been dominating the forms of advertising. A result
of billboard advertising has emerged as it is recognized by the
advertisers as a subsidiary of the Advertising Practitioners Council of
Nigeria (APCON). But has been articulated by Adeyemi (1969) the
constitutional provisions on freedom of expression can be said to amount
only to an orderly 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
statutory regulation codified laws. Decree 55 of 1988 among other
provisions provides that APCON show regular and control of the practices
of advertising in all aspects and ramification. It is in this immense
and wide power conferred on it that APCON developed a code of ethics to
guide and regulate the practice of advertising in Nigeria which
accommodated in no small measure the use of billboards as a way of
communicating messages to the masses.
The increase in billboard
advertising underscores the effectiveness of billboard on product
promotion. Billboards are usually located at point with high vertical
and human traffic. Consequently, users of such points are regularly
exposed to the advertisement in the board. Secondary, billboards also
offers a high degree of locational flexibility. In other words, the
boards can be placed where the advertisers actually intended them to be.
In addition, they tend to have lower cost per thousand than most of the
other media. They are usually more cost efficient, especially for the
advertiser with a small budget. Billboards offer the advantages of very
good colour reproduction and at the small time, it is an effective
reminder medium offer servicing as a catalyst for buyers who buy in
impulse.
The greatest problem encountered by advertisers and their
agencies with regard to billboard is site monitoring is usually
deficient and so when posters get torn or washed out, it takes a while
to discover and repost. This is because the site are usually scattered
around very far geographical locations.
The posters used on the
boards are usually tedious to print and post especially when numbers of
sites to be covered are too many. In other words, boards make intense
creative demands on the agency because they are usually seen in a
fleeting second, they have to be powerfully executed so as to intrude on
the passer-by’s consciousness. In this case, they tend to function
better as a reminder media and execute the primary and the sole medium
for an advertising campaign. Aside its cost efficient, it contributes to
environmental aesthetic and enduring feature of landscape of towns in
the country.
Again, if one glances down the major lengths in the
streets in Enugu metropolis, you will notice the presence of 7up
bottling company advertising billboard just to help the flag flying and
to make sure that the consumers will remain and always patronize their
products.
The seven-up (7up) bottling company PLC is one of the
largest independent manufacturers and distributors of the well-known and
widely consumed brands of soft drinks in Nigeria. Their brands are
Pepsi, 7up, Miranda, Teem and Mountain dew.
A Lebanese Mohammed
El-Khalil who came to Nigeria for the very first time in 1926 founded
the company. Mohammed is the father of the company’s current chairman
Faysal El-Khalil.
The company metamorphosed from a very successful
transport business (El-Khalil transport) in a bid to diversify the then
largest transport company in the then entire west of Africa. On October
1st 1960, the exact day our great country Nigeria won her independence,
Nigerians also experienced the birth of a soft drink giant as the first
bottle of 7up rolled out from their factory located in Ijora. Since then
the company continued to grow in the leap and the bound.
Outdoor
advertising has become a major advertising medium by advertising firms
in Enugu metropolis using 7up as a study and it is an indispensable
source of revenue for Enugu state government while advertisers buy space
in newspapers and magazines, for outdoor advertisers, he rent cites as
7up usually points every corner in Enugu metropolis with its billboard.
In
executing this research, the researcher will try to identify why
billboard advertising seems to be more popular than other means of
advertising in terms of product promotion of 7up bottling company
billboards in Enugu metropolis. Also this study will try to find out the
acceptability of billboard advertising in the society. Among other
things, this study also helps to establish the contribution of
billboards to product promotion, acceptability of billboard advertising
in the society. This study also hopes to establish the contribution of
billboard to promote business.
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