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
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 .
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 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 .
This project work was done in metropolis of
kwara state from January 2011.
1.5.1THEORETICAL
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.
1.5.2GEOGRAPHICAL
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.
1.5.3INDUSTRIAL
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
1.5.4TIME
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