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THE IMPACT of BILLBOARD ADVERTISING on PRODUCT PROMOTION.Pdf CAVENDISH UNIVERSITY ZAMBIA THE IMPACT OF BILLBOARD ADVERTISING ON PRODUCT PROMOTION. (A case study of Cavendish University Zambia) BY: MILIKA ZULU ………………………………………………… STUDENT NO…000-695 A RESEARCH PROJECT SUBMITTED FOR THE AWARD OF A BACHELORS OF ARTS DEGREE IN JOURNALISM AND MASSCOMUNICATION OF CAVENDISH ZAMBIA. DECLARATION I Milika Zulu do hereby declare that this dissertation is my own work. It has never been submitted by any other person to any institutions for any award. I have acknowledged all sources used in this paper where possible. Sign……………………………….. Supervisor Name……………………………… Sign………………………………. 1 ABSTRACT The main objective of this research was to assess the impact of billboard advertising on product promotion. Specifically, the objectives of the study were to determine the effectiveness of billboard advertising on product promotion, to find out the extent to which Billboard Advertising are effective as Compared to other Forms of advertisements for Product Promotion, to find out the extent to which billboard advertising contribute to the growth of a company and challenges faced by respondent in billboard advertising on product promotion. The study employed a quantitative survey method based on a sample size of 10 respondents. The study used questionnaires as the main data collection methods. Ethical consideration was observed by ensuring that no harm was inflicted on the respondents and their names were held anonymous. Data for the study was collected primarily and secondarily.Data collected was analyzed in tabular form and charts. In conclusion the findings of the research revealed that the majority of the respondents were in agreement that billboard advertisement was very effective on product promotion. It was also found that billboard advertisement was effective as compared to other forms of product promotion. The majority of the respondents said that billboard advertising contributed positively to the growth of their organizations. Also the majority of respondents agreed that billboard advertising is informative and persuasive enough to influence consumers’ decisions and it has increased their awareness on product promotion. Therefore, using the “majority wins theory”, the researcher concluded that billboard advertising has great positive impact on product promotion. 2 ACKNOWLEDGMENTS I thank God for His mercy and grace for the time, energy and resources He has provided to me throughout the entire period of my studies as well as good health. I give the honor and glory to Him for the successful completion of this research study. I wish to express my appreciation and gratitude to all who have contributed to the realization of this ambition. First and foremost, my profound gratitude goes to my supervisor Mr. Benwell Mwale, whose instruction, guidance and encouragement facilitated this study. He was always there to attend to my calls and enquiries and provided all the support I needed for the completion of this dissertation. His invaluable instruction and supervision are highly appreciated. I also thank my course lecturers and colleagues in Journalism and Mass Communication for their consistent and academic advice they accorded to me during the program. What are friends for if not to help each other when necessary not forgetting my classmates, Catherine Namuyemba, Kaanga Hanaite Mweete, Bwalya Malama, Kaluba Magowe, Violet Tembo, Comfort Nthala, Jemimah Musonda, Rhoda Mwambazi, Pumulo Musonda, Dennis, Kapingula Musinga, and not forgetting Suwilanji Chella may soul continue resting in peace . You guys showed the meaning of friendship. You patiently advised me throughout this study. I salute you guys. Lastly but not the least, I take this opportunity to thank my family especially my parents Davies and Ireen Zulu not forgetting my siblings Natasha and Davies Zulu and my auntie Cathrine Nzobokela and gogo Siko Mulenga for their love and courage as well as financial support they gave me throughout the entire study period. God bless them with every good gift. 3 TABLE OF CONTENTS DECLARATION…………………….…………………………………………………………1 ABSTRACT……………………………………………………………………………....……..2 ACKNOWLEGEMENTS………………………………………………………………………3 TABLE OF CONTENTS………………………………………………………………………4 LIST OF TABLES…………………………………………….………………………………..7 LIST OF ACRONYMS……………..…………………………………………………………...8 CHAPTER 1: INTRODUCTION………………………………………..………..…………....9 1.1 BACKGROUND TO THE STUDY…………………………………..………..…………….9 1.2 STATEMENT OF THE PROBLEM…………………………………..……..…………...…10 1.3 RESEARCH OBJECTIVES……………………………………………………..……….…10 1.4.RESEARCH QUESTIONS………………………………………….………….…………...11 1.5 SIGNIFICANCE OF THE STUDY…………………………………………………………12 1.7 LIMITATIONS OF THE STUDY…………………………………………………………11 CHAPTER 2: LITERATURE REVIEW……………………………………………………12 2.1. INTRODUCTION…………………………………………………………………………12 2.1.1 ADVERTISING MEDIA…………………………………………………………………14 2.1.2 Importance of Media Advertising………………………………………………………15 2.1.3 Types of Advertising Media……………………………………………………………14 2.1.4 Advertising Media Selection………………………………………………………………15 2.2 .HISTORICIAL DEVELOPMENT OF ADVERTISMENT……………………………..…16 2.2.1 BRIEF HISTORY OF BILLBOARD ADVERTISING………………………………..…19 2.3 THE ROLE OF BILLBOARD ADVERTISING IN BUSINESS……………………..…....21 4 2.4 FACTORS ASSOCIATED WITH THE SUCCESS OF BILLBOARD ADVERTISEMENT…………………………………………………………………………….21 2.5 IMPACT PERCEPTION OF BILLBOARD ADVERTISEMENT……..…………………..22 2.6 THEORIES OF ADVERTISING……………………………………………………………23 2.6.1 Consumer Decision Making Process…………………………………………………...….24 2.7 CONCEPTUAL FRAMEWORK ………..………………………………………….........25 2.8 Empirical Studies………………………………………………………………………..….25 CHAPTER 3: METHODOLOGY………………………………………….…………………27 3.1 INTRODUCTION……………………………………………………..…………………….27 3.2. RESEARCH STRATEGY………………………………………………..…………………27 3.3. SAMPLING SIZE………………………………………………………...…………………27 3.4. SAMPLING TECHNIQUES………………………………………………………………..28 3.5. RESEARCH DESIGN…………………………………………………………...………….28 3. 6. RESEARCH SITE………………………………………………………………………….28 3.7. DATA COLLECTION AND RESEARCH TOOLS………………………………………..28 3.8. DATA ANALYSIS………………………………………………………………………….28 3.9. ETHICAL CONSIDERATIONS……………………………………………………………28 CHAPTER 4: DATA ANALYSIS AND FINDINGS…………………………………………33 4.1 INTRODUCTION………………………………………………………………..………….33 4.2 RESPONDENTS PROFILE…………………………………………………………………33 4.3 Effectiveness of Billboard Advertising for Product Promotion……………………………...34 4.4 Extent to which Billboard Advertising are effective as Compared to other Forms advertisement for Product Promotion. ………………………………..…………………………34 5 4.5. Extent to which billboard advertising contribute to the growth of a company…………..…35 4.6. challenges respondents faced as Consumers in Billboard advertisement…………………..37 4.7. Summery…………………………………………………………………………………….37 CHAPTER 5: DISCUSSION OF FINDINGS……………………………………………..…38 5.1 INTRODUCTION…………………………………………………………………………...38 5.2 DISCUSSION…………………………………………………………………………….…38 CHAPTER SIX: CONCLUSION AND RECOMMENDATIONS………………………….41 6.1 Conclusion……………………………………………………………………………..……41 6.2 Recommendations………………………………………………………………………..…41 REFERENCES………………………………………………………………………………….42 Appendices……………………………………………………………………………………..50 6 LIST OF TABLES AND FIGURES Figure 4.1 Respondent’s Gender………………………………………………………………33 Figure 4.2 Respondents’ Marital Status…………………………………………………….…33 Table 4.3 Respondents’ age………………………………………………………………...…33 Figure 4.4 Respondent’s Educational level………………………………………………..…..33 Table 4.5 Effectiveness of Billboard Advertising for Product Promotion………………….....34 Figure 4.6 Extent to which Billboard Advertising are effective as Compared to other Forms of Product Promotion……………………………………………………………………………..35 Table 4.7 Extent to which billboard advertising contribute to the growth of a company……..36 Figure 4.8 challenges respondents faced as Consumers in Billboard advertisement…………..37 7 LIST OF ACRONYMS AD- Anno Domini AIDA- Attention Interest Desire and Action BC- Before Christ CDMP- Consumer Decision Making Process OOH- Out Of Home SMS Short Message Service TRP- Television Rating Point TV- Television UNCTAD- United Nations Conference on Trade and Development 8 CHAPTER ONE 1.0. INTRODUCTION This chapter looks at the background of the research, problem statement followed by the research purpose. Furthermore the general and specific objective of the study is unveiled. Under the objectives there are three specific objectives. To finish research questions and the significance of the study. 1.1.BACKGROUND OF THE STUDY In this rapidly changing world, marketers want to communicate their message to people that can influence buying behaviors of the people. They adopt different tools to deliver their ideas to the people and advertise their products to the target customers. Now days, people are bombarded with lots of information through multi-media like newspapers, magazines, billboards, television and internet (Latif and Abideen; 2011) .Advertising is one of the tools used for persuasive communication to target audience. Advertising as the communication rely on companies to persuade an audience to purchase their products. This communication is usually through various forms of paid media; TV and radio commercials, print advertising, billboards and more. Every communication is advertising is intended to be persuasive. The name billboard is derived from the term “billing board”, and is a large outdoor advertising space designed to capture the attention of motorists and pedestrians. Typically placed around high traffic areas (both automotive and foot traffic), billboards are meant to be simple, striking, and
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