EFFECTIVENESS OF BILLBOARD ADVERTISING ON THE

MARKETING OF SELECTED DETERGENT PRODUCTS IN ABA

METROPOLIS, ABIA STATE, NIGERIA
 TABLE OF CONTENTS

Title Page

Approval Page

Dedication

Acknowledgement

Abstract

Table of Contents

CHAPTER ONE: INTRODUCTION

1.1 Background of the Study

1.2 Statement of Problem

1.3 Objectives of Study

1.4 Research Questions

1.5 Scope of Study

1.6 Significance of Study

1.7 Organization of Study

1.8 Definition of Terms

1.9 Brief History of the Selected Detergent

CHAPTER TWO: REVIEW OF RELATED LITERATURE

2.1 Conceptual Review

2.1.1 Nature of Billboard

2.1.2 Types of Billboard

2.1.3 Importance of Billboard

2.1.4 Positioning Brands

2.1.5 Functions of Brands

2.1.6 Choosing a Positioning Strategy

2.2 Empirical Review

2.3 Theoretical Framework

CHAPTER THREE: METHODOLOGY

3.1 Research Design

3.2 Selection of Data

3.3 Collection of Data

3.4 Population of the Study

3.5 Sample Size Determination

3.6 Sampling Design

3.7 Validity of Instruments

3.8 Reliability of Instruments

3.9 Data Analysis Techniques

CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS

4.1 Data Presentation

4.2 Data Analysis

CHAPTER FIVE: SUMMARY OF FINDINGS, CONCLUSION AND

RECOMMENDATIONS

5.1 Summary of Findings

5.2 Conclusion

5.3 Recommendations

5.4 Limitations of the Study

5.5 Suggestions for Further Studies

5.6 Contribution to knowledge

References

Appendix

Questionnaire

ABSTRACT
This research work, the effectiveness of billboard advertising on sales of
selected detergent in Aba Metropolis Abia State. The aim of the study is to
ensure frequent and repeated exposure to the advertisement, it also offers
a high degree of vaocational flexibility. To appraise the use of billboard by
advertising firms on Eva detergent product. To identify the defect or
otherwise in the corrective use of billboard by Eva firms as medium of
advertising. The population of the study was 400 while the samples size is
200. Descriptive research design was used in carrying out a sample survey.
Primary and secondary data was also used in data collection through the
use of structure questionnaire data were analysis using tables percentages
and chi-square (X2). The result of the testing shows that there is a
significance and relationship between the billboard advertising and
marketing of the selected product. It also revealed that a company can
achieve it’s objective by adopting the various promotional tools in billboard.
The importance billboard process and it’s concepts were also highlighted.
The study concluded that survey customers and staff of the company
feedback had an effective impact on the sales of detergent in the company.
 CHAPTER ONE

1.1 BACKGROUND OF THE STUDY

Advertising has grown increasingly popular as an object or academic

inquiry, a field of professional practice and index of modern business. It

has come to assume the centre of modern monetary and it is one of the

major forms of deterged in recent times in Nigeria. Despite electronic

media, bill beard advertising got sales of deterged in the increase.

This new discovery in sales of deterged has not only given rise in

billboard advertising agencies in Nigeria which is recognized by advertising

in Nigeria which is specialized only in billboard advertising as a subsidiary

or the advertising practitioners council of Nigeria (ACON), but has been

articulated by Adayan (1969) are constitutional provision of freedom of

express can be said to amount only to an ordered freedom or when cannot

be used as a license to spread communication and decreased public

morality. However many of these ethical principles have in the course of

time grown to becomes stationary regulating condiment laws.

Decree 55 of 1985 among other provision provided that APCON

should regulate and control the practice advertising and wide power

conferred on nit, that APCON developed a code of ethic to guide and

regulate the practice of advertising in Nigeria the evidence increase in

billboard advertising underscores the impact of billboard in project of

detergent. Billboard on it’s own ensures frequent and repeated exposure to

the advertisement. Billboards are usually rotated at points with higher

venicular and human traffic.

Consequently users of such point are regularly exposed to the

advertisement in the board . secondly billboard also affect a high degree of

vocational flexibility.

In other words, the boards can be placed when the advertises

actually intended when to be in addition, they most of the other media,

they are usually more cost efficient especially for the advertising with a

small budget.

Billboard offers the advantages of a very good color reproduction and

at the same time it is an impact reminder mechinary offer servicing as a

catalyst for buyer who buy in impulses. The greatest problems encountered

by advertisers and the agence, problems encountered by advertisers and

the agencies with regard to billboard is site monitoring is usually defined

and so when posters get turn or washed out of takes a while to discater
and repost. This is because the site are usually scattered around very from

geographic locations.

Winstan-Fletche (1979), identifies the following determination of the

strength of a billboard advertising such as the number of posters put on

any given area. The size of the posters and the specific siting of the poster

and the length of the campaign. Because of the problem of more board in

a given area the greater the problem or differ, many authorities regulated

the sitting of boards as to prevent their indiccriminate location poster come

in standard size referred to as sheets, the dimensions of a single sheet are

usually expressed in inches for easy handling and processing. A single limit

of sheet is usually 20 inches wide by 30 inches deep. The most commonly

available poster formate are 16 sheets, 32 sheets and 48 sheets.

Billboard advertising has become a major advertising firms in Abia State

and Indispensable source of revenue for Abia State government while

advertiser buys space in Neapaners and Magazines, for billboard he latent

sites.

In Abia State, rending a site centers in an advertiser, the right of having his

posters displayed on the site to do this advertising or his agency will retain

a billboard advertising company.

For all the media a enumerated management of the advertising operation

is very delicate task, since in most cases advertising represent a

significance source of corporate profitability.

For billboard companies particularly the key task will entail keeping a

table of contact on advertising agencies and salutation so that they can use

the billboard firm from the campaign. Other task include monitoring of sites

to ensure those posters are in good order and properly posted invoicing

agencies for sites created and prompt payment of rental charged to the

state government via local authority in executive. The research will try to

identify the billboard advertising seems to be more popular than other

means of advertising in terms of sales to detergent in Abia State

Metropolis.

Also this study will try to find out the acceptability to billboard advertising

in the sixty. Among other things, this study also hopes to establish the

contribution of billboard to states of detergent and it’s consumption.

1.2 STATEMENT OF PROBLEM

The current economic recession paralyzed almost at business activities

in Nigeria an industry is not an expectation. Through this research work

centers in the impact of billboard advertising in the sale of Eva soap in

Nigeria.

The numerous problems encountered by this industry ranged from it’s

usual pollution and it is the target of some regulatory restriction. There

are limited ability or billboard advertising to cater product information to

the target market. There is also no space to develop length message in

billboard advertising. Billboard advertising is inability to narrow audience

that is selectivity of that exposure is difficult to achieve this means that

considerable waste circulation that occurs in billboard advertising.

1.3 OBJECTIVES OF STUDY

1. To appraise the use of billboard by advertising films on Eva detergent

product.

2. To identify the defect or otherwise in the corrective use of billboard

by Eva firms as medium of advertising.

3. To identify the problems with detergent firms in counter on the use

of billboard as a medium of advertising.

4. To establish the relationship between use of the billboard as medium

of advertising and increase market share.

5. To also establish how effective use of billboard and effective

advertising will bring about better customer advertising.

6. To recommend the most appropriate method of billboard advertising

that will result better customer advertising.

1.4 RESEARCH QUESTIONS

i. Can the use of billboard advertising firm on Eva soap and Detta

soap product be appraise?

ii. Can the use of billboard advertising be the best medium which the

Eva Delta soap company will use to advertise the product.

iii. Can the use of billboard advertising be an effective medium used

to increase market share?

iv. Does the use of billboard advertising changes to be the low test

cost of medium in advertising?

1.5 SCOPE OF STUDY

This research work is done on the effectiveness of billboard

advertising on the marketing of Eva and Delta products in Abia State

Metropolis so that a decision and detailed analysis could be carried

out. Also it will touch area like the effect of sales promotion in an

organization (Uniliver) and hold it contribute to it’s growth and

 increase in market share. To make the research more reliable and

valid, the sample studies were cut across to all categories of

management and some other staff of the organization.

TIME FACTOR: The time allocated to this research study is not

enough that is why the researcher find it difficult to accomplish the

relevant information needed for the study.

FINANCIAL CONSTRAINTS: Due to financial incapability, the

researcher encountered problem together with the materials needed

for the accomplishment of the study, also lack of relevant materials in

the school library such as textbook, articles, magazines, newspapers

and journals.

1.6 SIGNIFICANCE OF THE STUDY

This study brings to our knowledge the degree of influence of other sales

of detergent activities and advertising exerts on billboard advertising.

The study will also serve as a guide to manufactured and advertiser

in their day to day management of sales of detergent, via the billboard

advertising on the other hand. This study for prospective investors in

billboard advertising sub-sectors.

1.7 ORGANIZATION OF STUDY

For clarity and simplicity purpose, the study is organized into five

chapters.

Chapter one is an introductory chapter which comprises the background

of study, the statement of problems, objectives of study, research

questions, scope of study, significance of study, organization of study,

definition of terms, as well a brief history of firm(s) respectively.

Chapter two deals with the review of related literature, the discussion

on chapter three are concerned with the methodology while chapter four is

on data presentation and analysis.

Chapter five which is the final chapter presents the summary of findings,

conclusion and recommendations, after comes the references.

1.8 DEFINITION OF TERMS

However, before going onto explain the terms it will be prevent to look

into the major concepts of my project topic one after the other. “The

effectiveness of billboard advertising on the marketing of selected

detergent product” in Aba Metropolis in Abia State.

Billboard advertising are designed to catch a person’s attention and

create an impression very quickly leaving the ready thinking about the
product after they have pass the advertise and there are many types of

billboard which is as follows: painted billboard, digital billboards, mobile

billboards, multipurpose billboards and many others and Eva soap is among

the selected products a complexion soap is a beauty product that is

fortified with vitamins, minerals and natural extracts which conditions the

skin while giving you the feeling of a luxuriant bath, it was first introduced

to the market 90’s but didn’t quite stand out as a popular band then.

A relaunch of the soap in November 2012, following it’s local

production, earned it vast popularity and today, it has undoubtedly become

one of the three toilet soap of choice in Nigeria homes. And also with Delta

soap medicated and antiseptic is used for the treatment, control,

prevention and improvement of the many skin disease.

1.9 BRIEF HISTORY OF THE COMPANY

The history was dated in 1990 when it commences it’s operations.

Basically Eva soap, Delta soap and Joy soap. A market survey of major

provision market in Lagos revealed an increase in patronage of the brand

by bathing soap consumer whose confidence in the product where

reinforced with a recent campaign embarked on a vigorals campaign

running on 7v, radio, outdoor (including BRT boiness and social media aims
of refreshing the brand image and further band consumer awareness

around the brand while positioning it as wholly Nigeria brand. It was first

introduced to the market in the 90’s but didn’t quite stand out as a popular

brand then. A re-launch of the soap in November 2012, following the local

production earned. It was popularity and today it was popular and today it

was undoubtedly become one of the top three (3) to Delta soaps of choice

in Nigeria. The company has about ten variants of riching fragranced soaps

which include Eva classic, Eva gold, Eva herbal, Eva pearl, Eva forever, Eva

Ivory, Eva romantic and Eva natural fairness. Delta soap, enriched with

natural plant extracts like aloe vera. Delta soap is a strong antioxidant soap

that protects the skin white fighting against infection and bacteria. Our

ultura-rich Delta soap formula leaves your skin clean and fresh and you do

not experience any dryness or itch, it is all natural medicated bar that daily

moisture your skin, white protecting you from bacteria and germs you will

enjoy the fresh, clean scent of this beautiful Aloe-vera in-used bar as it

reduces tissue damage nourishing and cleanses your skin.

Differed authors agree however, with the fact that advertising has been

making giant stireles of progress over the years.

 During 19th century; the means of production and distribution we

revolutionized and so where the scopes and of advertising. Reporting on

the growth of advertising the 20th century, chambers encyclopedia agrees

(PQO) that quality of advertising continued to grow rapidity in it’s

techniques development and standards improved by self imposed

regulation by pressure from newspaper owner and by legislation.

Advertising came to be accepted as part of newspaper and magazine in

almost every country in the world. In the early days of advertising where

printing was on the well, it is used as a means of communication to people

about the available goods and services.

Insight communication to limited (end of 1999 journal) stated that the

most powerful acts in the early years Billboard and Poster which advertiser

colorant illustration to help put across a desirable dramatic image of their

products.

Eva soap firms were among the first top three to discover the power of

billboard advertising. In the 19th century if these were to be Billboard in the

street, the street will be more colorful and will be left there.
 CHAPTER TWO

REVIEW OF RELATED LITERATURE

2.1 CONCEPTUAL FRAMEWORK

Advertising is one of the tools used for persuasive communication to

target audience. It influences consumer’s behavior on product and services

in their choice of product section. Billboard advertising also contribute to

nation’s environmental beautification and economic growth.

Billboard advertisement are designed to catch a person’s attention

and create a memorable impression very quickly leaving the reader

thinking about the advertisement after they have driven past it. They have

to be reliable in a very short-time because they are usually ready while

being passed at high speeds. There are usually only a few word in large

print and a humorous or arresting image in brilliant colour.

2.1.1NATURE OF BILLBOARD

The billboard industry likes to proclaim it’s small local nature. When a state

or local government considers enciting togher billboard controls, industry

lawyers and lobbyists appears at hearings and speak long and lovely about

how the government is threatening another small business with extinction.

The reality, however is quite different. Nationwide, three huge companies

Lamar, clear channel and outfront (formerly CBS outdoo), dominate

outdoor advertising. They and their trade groups use a set of standardized

tactics to defeat regulation attempts.

In contrast to digital ads that are mostly skippable or closeable, billboards

always demand attention, even if consumers have driven the same path a

multiple of times, they will see and be impacted by a billboard every time

they pass it and cannot simply “skip” it. Proper placement of a billboard in

high-traffic areas compels consumers to take notice of your brand and your

message which is something that digital ads cannot provide.

Because they are non-skippable and often target the same consumer

multiple times on the same among route, billboards are also a great tool

for brand recalled after all, nothing facilitates recall quite like repetition

frequent viewers of your billboard are more likely to remember your brand

and message plus, they are more likely to spread awareness by word of

mouth. Infact, many people will use billboard as a point of reference or

landmark when giving directions helping spread awareness of your

billboard.
2.1.2TYPES OF BILLBOARD

STATIC BILLBOARD (LARGE FORMAT)

This is a form of advertising that uses a large display that is visible

from long distances. Displays can be made up of 48 sheets or 96 sheets.

Truly offering an effective coverage nationally they provide the maximum

reach on the most used arterial roads and high streets, which means they

are the ideal option for accelerating your brand fame. The static billboard

offers a complete outdoor advertising mix, from billboards and cinema

diverting to airport advertising and bus, tube and turn opportunities.

Static billboard dimensions

48 sheets billboards

Typically 3 meters high and 6 meters wide

* 3048mm x 4096mm

* 3.040m x 6.096m

* 10ft x 20ft

Actual size: 6,096mm x 3,048mm

96 sheet billboards

Double the size of 48 sheet

Typically 96 sheets billboards are 3m tall but a huge 12m wide

 * 3000mm x 12000mm

* 3m x 12m

* 9.842ft x 39.37ft

Actual size: 12,192mm x 3,048mm

BUS SHELTER BILLBOARD (SMALL FORMAT)

Small format are another form of static advertising. Usually there ads

use six sheet) (roughly the same size as posters) and are placed in bus

shelters in unique locations. Bus shelter billboards are only currently

available in both so merged.

Placed at eye-level, these ads successfully capture the attention of

the public going about their daily activities. Depending on your business

and the audience you want to reach, we are able to recommend and

identify the best spots in London, where the foot traffic will be most

effective for your brand campaign.

As well as this, we are now able to offer street furniture advertising in

places like phone boxes and cinemas, which are able to reach a number of

varied consumers going about their business.

Bus shelter billboard dimensions.

* 1800mm x 1200mm
 * 1.8m x 1.2m

* 5.905ft x 3.937ft.

DIGITAL BILLBOARDS ON THE ROADSIDE AND IN THE CITY

(PREMIUM LARGE FORMAT)

The premium advertising option uses high impact digital screens in

key and busy London locations. Our out-of-home high-end and screens

span across 64% of the (Ay’s) central locations.

Using the latest digital technology we estimate that our premium digital

ads are viewed by Tomanlo people throughout London.

CLASSIC OR BULLETIN BILLBOARD

Has been used for the purpose of advertising for a long period of

time. They are usually large in size and are most popularly known as

bulletin boards. They are used in high ways as well as streets where a

significant numbers of people can see it. This includes both the pedestrians

as well as people in their vehicles. The size of these billboards has

increased with time due to the increase in the speed of motorized vehicles.
 VINYL BILLBOARDS

Are bright in color and are usually spray painted WAH Uv resistant

paint. It has a life of three to five years and the material used is known as

polyvinyl chloride. They are digitally painted banners made with the help of

large inkjet printers. Vivnyl banners are most commonly used as company

logos or for any special events.

PAINTED BILLBOARDS

These billboard are very rare these days as they have been replaced

by graphically printed billboards. Painted billboards are basically done by

manually painting the advertised message and image on the billboards.

MOBILE BILLBOARDS

Are use where the target audience is present at a large event. The

billboard is placed on top of a moving vehicle and so, it can be seen

whether the vehicle moves. Mobile billboards are beneficial if you want to

move your billboards from one place to another unlike other static

billboards.

Other types of billboards advertising includes

Three-dimensional billboards

Scented billboards
 Roadside advertising

Street advertising

Motor way advertising etc.

2.1.3IMPORTANCE OF BILLBOARDS ADVERTISING

Billboard advertisements make it extremely easy to target a specific

audience demographic with today’s technology, there are ways to create a

demographic breakdown to show where the majority of your target

audience tends to go and then position your billboard where they will be

seen by the exact demographic. This allows you to reach your target

audience white getting then thinking about how they want to spend their

money. And who the use of billboard advertisement, it helps in displaying

the selected soap, like Eva complexion care soap variants, include Eva

class, c, Eva gold, Eva herbal, Eva pearl, Eva Ivory, Eva forever, Eva

romantic, Eva fresh, Eva fairness and Eva moringa.

Eva complexion care soap which was launched on November 21 st,

2012 and the prestigious Sheraton lagos hotels and toilers in Ikeja lagos

and has become the first choice of most consumers as noted in the
following report by Mr. Ingram Osigwe, the MD/CEO of international

communication limited.

Eva soap gains fraction by Ingram Osigwe who continued to grow in

popularity and command to mind share of soap consumers since it’s recent

re-launch market survey has related.

A market survey of major provision market in Lagos related an

increase in patronage of the brand by bathing soap consumers whose

confidence in the produces were re-enforced with a recent campaign by

the brand owners, Evans industries limited.

Consumers who spoke to our correspondent are enthralled by it’s

effect on their skin and the unity of sweet smell that lingers after each

encounter with the soap. A consumer, Chioma Okafor, related that her

whole family uses the brand qik is very good. My family and I use eva, it

makes the skin soft and it is economical because it last longer. Mrs. Adaeze

Okere said “my husband and I like the soap. It turns well and has a sweet

smell.

Marketing manager Akulo group, Emeka Oramadike noted that Eva

soap is made which no fillers containing top quality perfume and mineral
extracts which are body conditioners. Qila soap os made in a unique size

that can last a family of size for one week depending on the usage.

Also Delta soap on it’s own hand is a brand of medicated and

antiseptic soap market hungry for being a skin care treatment. It is

considered efficacious and therefore dependable by the extent to which it’s

medicated or antiseptic smell is conk and the degree of it’s harshness on

the skin. The delta soap is used for treatment control, prevention and

clearness of any diseases, condition and symptoms.

2.1.4POSITIONING OF BRANDS IN BILLBOARD ADVERTISING

Billboard are an excellent outdoor advertising tool if done right, advertisers

can connect with their audience for successful billboard advertising. You

need to position them in the right location. Location plays a major role in

determining the success of billboard advertising and here is why.

* Attracting the rigid audience

Connecting with the right audience is one of the goals of

billboard position. Billboards keeps your target audience in

mind. This ensures maximum exposure

* Visibility
 If the billboard is placed behind obstruction, like tree, poles,

building or wires no one will read. Obstructions make it difficult

to read.

* Within legible distance

Ensure that your billboard is close enough for passerby to read

you can’t expect your readers to step their vehicle, sauint and

read your billboard also height into consideration.

* Traffic count

Billboard attract maximum attention on a heavily travel led

road. Research the traffic count of the area where you are

planning to place your billboard the more traffic count, the

more eyes fail on over billboard.

* Within reach

Selecting a location close to your place of business gives easy

access to the audience. This is important in case of food joints

and restaurants.

* Aliod Dutter

You can find innumerable billboard on highways and local

streets. Your billboard will be lost in cluttered environment but

 is stationed in area with a few billboard your advertisement will

start out.

2.1.5FUNCTIONS OF BILLBOARD ADVERTISING

The main function of billboard is to attract customers and draw their

attention to your brand. Billboard can generate an increase in business,

which in turn will increase your sales and return an investment placing it

on buy streets with guarantee that most people see your advertising and

learn about your business and brand.

2.1.6CHOOSING A POSITIONING STRATEGY

* Target your Audience

Before creating the billboard thin about the audience who will be

seeing the advertisement. You need to imaging how they will respond to

an advertisement, and the reaction generated by the billboard must be

positive.

* Avoid boring Advertisement

People hate boring advertisement, and if your billboard looks boring, the

audience will ignore it. A good billboard should kick off their imagination

and there should be a call to action visible in the space provided. It will

encourage people to learn more about the business.

* Make the information on the billboard visible

The letters printed on the billboard should be large enough to

be seen from a distance make sure that the font size is

readable and the letter are spread out neatly.

* Write short messages

If you are creating a billboard, avoid putting long messages on

the space. The messages should be clear and concise. This

means that they will have only a few seconds to take in the

advertisement’s message.

* Design responsibly

Make sure that the billboard you are creating will not distract

the drivers ensure that the design still conforms to the

standards of the law. Believe it or not, many drivers will avoid a

product if they see if advertised on a billboard that is too

distracting.

Drivers value there safety

 * Keep the image on the billboard relevant. Make sure that the

image you use on the billboard are relevant to the product or

services offered.

* Use high-resolution image

* Add contact information on the billboard

The telephone number of the company should always be added

to the billboard if the company has a website or a social media

account, add it as well, it will increase the chances of getting

new customers on board.

* Colors and Contrast

Make sure that the colors you use are complementary to each

other. Take not of the colors and the contrast because some

color combinations can be unreadable.

2.2 EMPIRICAL REVIEW

2.3 THEORETICAL FRAMEWORK

 CHAPTER THREE

3.0 RESEARCH METHODOLOGY

3.1 RESEARCH DESIGN

In this study, descriptive methods of the research design were

employed. This method involves the combination of preliminary personnel

investigation, oral interviewed and administration of questionnaire to study

the respondent’s performance and combine the response to make sure that

nothing is left out an accurate and appropriate data are collected. Two

types of research were designed for the study, this researcher used yes or

no option multiple choice questions as well as open ended questions, in

design this researches.

3.2 SELECTION OF DATA/COLLECTION OF DATA

The data used in this research work were gotten from two sources

namely; primary and secondary data.

3.2.1PRIMARY DATA

The researcher collected information through field survey of Eva and

Delta detergent metropolis Aba, Abia State. Personal interviewed were held

with some staff of the company. Questionnaires were also used in

distribution among management staff of the company and the consumers.

3.2.2SECONDARY DATA

The secondary data includes textbooks, marketing magazines, journal

and business newspaper studied by other researchers on related field were

consulted.

3.3 POPULATION OF THE STUDY

The population of the study will includes staff and management of

Eva and Delta detergent metropolis Aba State and the consumers who are

mostly students of different higher institution, with the vicinity. The total

populations therefore are 400.

3.4 SAMPLE SIZE DETERMINATION

Sample size refers to the number of sample selected and sample size

o the study is taken from the 400 respondents of the population as the

company metropolis Aba using yaro yamens method of sample size

determination.

1 + N(e)2

Formula n = N

Where n = sampling size (unknown)

N = the population (400)

E = margin of errors (5%)

 I = constant of proportionality

The sample size is calculated thus,

1 + 100 (0.005)
N =N

1+1
N = 400

n
N = 400

N = 200

3.4.1SAMPLE SIZE FOR STAFF

The researcher decided not to use the whole staff members of

the company since the population is so many, so the researcher used

some of the staff which is 50. So the sample size of the staff is fifty

(50).

3.4.2 SAMPLE SIZE FOR CONSUMER

The researcher decided not to use the whole consumers of the

population so the researcher used some of the consumers which is 350.

So the sample size of the consumers is 350.

However, the entire sample size becomes 400 out of which 50 were

from the measurement while 350 were from the consumers of the
company’s products. The entire management staff returns their 50

questionnaire while the consumers returned 300 out the 350 distributed

questionnaire.

TREATMENT OF DATA

Table 3.1

Responses Sample size Not treated Percentage

Management 50 50 12.5%

Consumer 350 300 75%

Total 400 350 87.5%

Out of the 400 questionnaire distributed 350 questionnaires were

collected representing 87.5% while 50 questionnaires were not

returned, representing 12.5%.

3.5 SAMPLING DESIGN

Sampling design according to Ezirm et al (2009) is usually undertaken in

four stages as follows:

a) Definition of the population being studied

b) Determination of sampling unit

c) Determination of sampling size

d) Sample selection
3.6 VALIDITY OF INSTRUMENTS (TOOLS)

The instrument used in this research was questionnaires, oral

interviews and observations, in all questionnaire were the major instrument

used by this researcher,

3.7 DATA ANALYSIS TECHNIQUES

These are the methods used in analyzing collected data for date

generated as gathered in this field of the study to be meaningful and as

well some useful purpose. The data collected has to be treated and

analyzed. The researcher in this view employ the use of samples statistical

tools, such as tabulation, frequency distribution to present and analyze the

data collected during the field survey for easy understanding. While row

data were converted to percentage to make the comparison and as show

the degree of responses.

However chi-square (X2) distribution were used in testing the

hypothesis and it is stated below formular.

∑ = summation of all entire in the table

O = Observed frequency

E = Expected frequency

Degree of freedom (Df) (R-1) (C-1)

 Where R = Rows

C = Columns

I = Constant

3.8 RELIABILITY OF INSTRUMENT

In carrying out this study, the data collected from the respondents

was analyzed with the use of tabulation percentage.

The instruments used in the research work were questionnaire, oral

interview and observation in all questionnaire were the major instrument

used in the research.

 CHAPTER FOUR

4.1 DATA PRESENTATION

In presenting the research data, tabulation and questionnaire

distribution was generally adopted with specific mention of respondent’s

number of questionnaire distribution.

Question No. 1 Sex

Table 4.1.1 Sex Distribution of Respondent

Sex Frequency Percentage %

Male 130 65

Female 70 35

Total 200 100

Source: Field Work 2021

 Question No. 2: Age

Table 4.1.2 Age Distribution of Respondent

Age Frequency Percentage %

18-23 years 20 10

24-29 years 26 13

30-35 years 50 25

36-41 years 30 15

42-47 years 25 12.5

48-53 years 18 9

54-59 years 16 9

60 and above 15 7.7

Total 200 100

Source: Field Work 2021

From the above table, it shows that respondents between the ages

18-23 have 20 respondents, which represent 10%, 24-29 have 26

respondents, represented 13%, 30 -35 have 50 respondents which

represent 25%, 36-41 have 15% of the respondents, 42-47 have 25

respondent representing 9%, 54-59 has 16 respondents representing 8%

of the respondents while 60 and above have 15 respondents representing

7.5%.

Question No 3 Occupation

Table 4.1.3 Occupational distribution of respondent

Occupation Frequency Percentage %

Student 40 20

Teachers 40 20

Civil servant 45 22.5

Professional 20 5

Traders 35 17.5

Unemployed 30 15

Total 200 100

Source: Field Work 2021

The above table shows that 20% of the respondent are students,

20% are teachers and 22.5% are civil servants, 5% professional, 17.5%

traders and 15% of the respondents unemployed.

Question No 4: Educational Qualification

 Table 4.1.4 Educational distribution of respondent

Qualification Frequency Percentage %

FSLC 50 25

SSCE 70 35

NCE/OND 30 15

HND 20 10

B.Sc/BED 15 7.5

MSC/MED 15 7.5

Total 200 100

Source: Field Work 2021

The above table reveals that 25% of the respondent are FSLC, 35%

are SSCE, 15% are NCE/OND, 10% are HND, 7.5% of the respondents are

B.SC/BED, 7.5% are M.Sc/MED.

Question No. 5; Marital Status

Table 4.1.5 Marital Status of respondent

Marital Status Frequency Percentage %

Single 55 27.5

Married 85 42.5

Widow/widower 40 20

Divorce 5 2.5

Separated 15 7.5

Total 200 100

Source: Field Work 2021

100 king at the above table, it is observed that 27.5% of the

respondents represent single, 42.5% of them are married, 20% of the

respondents are widows/widowers, 2.5% of the respondents are divorced

and 7.5% of them represented the separated.

Question No. 6

Table 4.1.6 Religious status of respondents

Religious Status Frequency Percentage %

Christianity 149 74.5

Islam - -

ATR 51 25.5

Total 200 100

Source: Field Work 2021

From the above table, it shows that 149 of the respondents are

Christians representing 74.5% and 51 respondents are ATR representing

25.5%.

4.2 ANALYSIS OF DATA

Question 1

Are you a management or non management staff?

Table 4.2.1: Whether you are a management or non-management

staff.

Communication tool Frequency Percentage %

Management 120 60

Non-management 80 40

Total 200 100

Source: Field Work 2021

The above table shows that 60% of the respondents accepted that

there are management staff while 40% were non-management staff.

Question 2

Which department do you work?

Table 4.2.2 Your department

Problems Frequency Percentage %

Marketing 70 35

Production 45 22.5

Human resources 40 20

Accounting 25 12.5

Others 20 10

Total 200 100

Source: Field Work 2021

From the above table, 35% of the respondents accept that marketing

and distribution problems effects consumer brand behavior, 22.5% of the

respondents accepts production problem, 20% of them support human

resource, 12.5% accepts accounting while other are 10%.

 Question 3:

Do you have marketing department?

Table 4.2.3 Whether you have marketing department.

Factor Frequency Percentage %

Packaging 35 17.5

Quality 75 35.5

Size 30 15

Brand name 60 30

Total 200 100

Source: Field Work 2021

From the above table, it shows that 17.5% of the respondents accepted

that packaging is the factor that creates impact of communication, 37.5%

support of the product, 15% of the respondents accept the size of the size

of the product, 15% of the respondents accepts the size of the product and

30% of the respondents accepts the brand name.

Question 4

Do the company engage on promotional activities?

Response Frequency Percentage %

Yes 100 50

No 60 30

Undecided 40 20

Total 200 100

Source: Field Work 2021

The table above shows that 50% of the respondents accepts that

product all the communication tool can be used by the Aba metropolis,

100% of them decline that all the communication tools cannot be used,

20% of the respondents were undecided.

Question 5

Can communication campaign affect consumer brand

behavior?

Table 4.2.5: Whether communication campaign effect consumers

brand behavior.

Strategy Frequency Percentage %

Price stability 50 25

Advertising 30 15

Client determination 70 35

Sales promotion activities 24 12

Undecided 26 13

Total 200 100

Source: Field Work 2021

This table indicates that 25% of the respondents accepts price stability as

the strategy of marketing communication campaign that affect consumer

brand behavior, 15% supported advertising, 35% of the respondents

accepts client self-determination, 12% support sales promotion activities

and 13 of the respondents were undecided.

Question 6
What is the main promotional strategy adopted by the company?

Table 4.2.6: Main promotional strategy adopted by the company.

Response Frequency Percentage %

Yes 90 45

No 60 30

Undecided 50 25

Total 200 100

Source: Field Work 2021

Through the above table, it is observed that 45% of the respondents

accept that sales returns from the company product justify its huge

expenditure on promotion 30% denied while 25% were undecided.

 CHAPTER FIVE

SUMMARY OF FINDINGS, CONCLUSION AND

RECOMMENDATIONS

5.1 SUMMARY OF FINDINGS

The aim of this study was to investigate the impact of the effectiveness of

billboard advertising in sales of detergent. The researcher proved that the

respondent accepted that all the advertising tools can be used by the Aba

Metropolis.

1. The researcher carried out a survey research, two hypotheses were

formulated to test the validity of research topic. The hypothesis have

been measured, data presented and analyzed. The data gave

empirical support to the hypothesis formulated and helped on

confirming the hypothesis. Two hypotheses formulated received

empirical support that billboard advertising help sales growth in the

sales of detergent product and some marketing problems limit the

sale growth of new product.

2. The literature reviewed made it known that many scholars has

writing one thing or the other on billboard advertising.

 Section 4.1, it was revealed that out of 200 respondents, 130

representing 65% were male while 70 respondents representing 35%

were female. However, male response was sampled in the study than

the female counter part.

5.2 CONCLUSION

Billboard advertising mix are the strategies used to improve the firms

constant and effective satisfaction of their target customers better than

their inial other medium and it is on their base that marketing and

cooperate goals are achieved metropolis has to do with the basic objectives

to market teachers, as indicated in their outstanding rare in the areas of

their products quality, price, promotion etc.

Thus, the study concludes that survey and customers and staff of the

company’s feedback had an effectiveness on the sales of detergent in the

company through the data collected from the consumer’s guides them on

what product that is acceptable by them.

In the right of the finding and outcome of this study the researcher

wishes to make the following recommendations could conveniently be

made at this point for the fact that billboard credits awareness of products

existence, more especially newly introduced goods and increase sales. I

recommended that this billboard should be a master of concern to our

advertisers. This should contain more information, no matter how small the

text can be. It is a bone of most advertisement in this country that they

always concerned with what they sale and what they buy. Nobody cares to

tell the consumer were he can get the product and how to use it.

 Based on this, it is my conviction that Nigeria advertisers should be

careful in choosing the world statement they made in delivering their

advertising packages.

 Efforts should be made to ensure that all claims made by sales of and

services are real and verifiable because nobody will take

advertisement services if they contain too much exaggeration over

statement, or half truths. We also recommend the retail prices of

these sales on billboard should be indicates to help the consumers

decide on a particular sale among several competing products.

It is more characteristics and also every advert on Nigeria, mass

media carry prices different from what is obtainable from the market.

Therefore, these billboard must bear not only prices, but their real

market values. I choose to Lima the scope of this study to billboard only. It
will be great interest to see if their result will change by introducing other

media such as transit direct mail, criminal, point of purchase and others.

Lastly, the proportions of this study was hampered a lot of actors and was

subjected to serious limitation. Any future study can succeed in

determining those limitation will obviously be more valid than this. It will

therefore, be of interest to see people pick up the torch from where I have

dropped it.

5.3 RECOMMENDATIONS

i. Table 4.12 has it that 20 respondents representing 13% were

between the same age bracket, 24-29 years so represented 25% of

the age between 30-35 years, 30 represented 15% who were age of

36-41 years, 25 respondents representing 12.5% were between the

age bracket of 42-49 years, 18 respondents representing 9% were

the same age bracket, 48-53 years, 16 respondents representing 8%

were in between the age of 54-59, 15 representing 7.5% were in age

bracketed of 60 and above. This implies that people who fall between

the age of 18-60 were sampled in the study.

ii. The table 4.13 revealed that 40 representing 20% were students, 40

representing 20% were teachers, 22.5% respondents were civil

servants, 105 of the respondents were professionals and 17.5% of

them represent traders while 15% stood for unemployed.

iii. Table 4.1.4 has it that 50 respondents representing 25% have first

school leaving certificate, 30 respondents representing 10% have

HND, 75% are B.Sc/BED holder, 5% of them have M.Sc/MED which

means all qualification were sampled in the study of research.

iv. Table 4.1.5, this shows that 27.5% are signle, 42.5% were married,

40% were widows/widowers, 25% were divorced, while 2.5 were

separated. This implies that single and married people were more

represented than others.

v. Table 4.1.6, shows that the 5% were Christians 25.5% were African

traditional religion while Islam was not represented showing that

Christians and ATR were only represented.

vi. Table 4.2.1 shows that 15% for customer relationship, 35% for

phone system, 10% for discussion forum and website platform for

35.5%
vii. Table 4.2.2 revealed that the respondents 30% accepted promotion

and distribution problems as the main problem to consumer brand

behavior, 37.5% of them supported competition problems, 22.5%

accepted managerial and pricing problems while 10% supported

advertising problems.

viii. Table 4.2.3 has it that 35% respondents representing 17.5%

accepted packaging as what make the effectiveness of billboard

advertising, 75 respondents representing 35.5% supported the

quality of the product, 30 respondents representing 15% believes in

the size while 60 respondents representing 30% accepts brand

name.

ix. Table 4.2.4 shows that 100 respondents representing 50% accepted

that billboard advertising entrance the sales of selected detergent, 60

respondents representing 30% believed that billboard is a key to sale

growth while 40 respondents representing 20% were undecided. This

means that those that support billboard advertising were more than

others.

x. Table 4.2.5 revealed that 25% of them accepted price is the best

strategy for the detergent, 15% of them supported advertisement,

 35% accepted client self-determination, 13% believed that promotion

is a good strategy while 26 respondents representing 13% were

undecided.

xi. Table 4.2.6 has 90 respondents representing 45% accepted that

there is a significant relationship between communication and the

sale of detergent, 60 respondents representing 30% declared while

50 respondents representing 255 were undecided.

Hypothesis one revealed that there is a significant relationship

between advertising and the sale of product (detergent), this is

because the calculated X2 is critical value, we accept Hi and reject

Ho. Hence X2 calculated is 51-64 and X2 table is 5.99.

xii. Hypothesis two shows that there are marketing problems which

limited sales of detergent in the company because X 2 calculated is <

than the critical value, we accepted Ho and reject Hi since X 2

calculate is 2.22 and X2 5.99.

5.4 LIMITATIONS OF STUDY

In understanding of this nature, it demands that a lot of resource,

time, energy, intellectual, ability and carefulness should be expanded. This

factor tends to be an impediment inspite of the lengthy period allowed. The

research lots of problem that came between to consumer most of time

what would have been useful to the researcher this ranges from time to

financial resources.

5.5 SUGGESTIONS FOR FURTHER STUDIES

The researcher had made very possible effort and carried out a study

on the effectiveness of billboard advertising on the marketing of selected

detergent

5.6 CONTRIBUTION TO KNOWLEDGE

(1) This study will contribute to the knowledge of the firm in question

other readers and those trying to sort out the effectiveness of

billboard advertising.

(2) Billboard advertising increases the sales performance of firms as they

bring their products closer to the consumers.

(3) Billboard advertising helps to establish the needs of the consumers

and brings the product more understanding to them.

 REFERENCE

Aaken (1982), uses of advertising, Journal of advertising research Vol. 13,

No 1 February.

Achenabia, A. (1972) Advertising research Journal on Consumer

Manipulation Vol. 12 April.

Adeyemi, O. (1969), the use and misuse of billboard in Lagos Metropolis

quoted in Ounbidibiden (1991) esential of Modern advertising,
Lagos, Size Communication.

Anikpo (1969), foundation of social science, research a mythological guide

for student awka chritian publishers.

Bahur, W. (1971), handbooks of Advertising management in barten rover

led uses of print media NJMC-grand Hnl inc.

Bannils, M (1982), public attitude towards advertising research vol 13 No. 1

February.

Borden, N. (1942) economic impact of advertising N.S. Mcgraw Hnl Inc.

Coliham, W. (1983) media selection, quoted in qakar and myers(ed) use of

advertising operation CN.

Dailies M. (1993), billboard advertising in Nigeria written in APCON new

Vol. 22 No 1 January.

Ikeagwu, E. K. (1996), ground work of research method and producer

Enugu, New Generation books.
 APPENDICES

Department of Marketing,
School of Business
Akanu Ibiam Federal Polytechnic,
Unwana, Afikpo, Ebonyi State.
April 2021.
Dear Respondent

QUESTIONNAIRE ON THE EFFECTIVENESS OF BILLBOARD

ADVERTISING ON THE MARKETING OF SELECTED DETERGENT

I am a final year (ND) National Diploma Student of the above

department, conducting a research on the above topic..
Please kindly assist me with all the relevant information needed. You
are assured that I will in this study which is purely academic exercises
treat all information you give me with strict confidence.
Thanks for your cooperation.

Yours faithfully,

Mba Peace Kalu

 QUESTIONNAIRE

As a strategy for marketing of selected detergent in Aba Metropolis Aba

State.
SECTION A: Demographic date of respondent
INSTRUCTION: please tick in the box most suitable to you (√ )
1. Sex: Male Female
2. Age: 18-23 24—29 30-35 36-41
42-47 48-53 54—59 60 and above
3. Occupation: Student Teacher Civil servant
4. Education Qualification: FLSC SSCE NCE/OND
HND B.SC M.SC
5. Religion: Christian Islam ATR
6. Marital Status: Married Single Divorce

SECTION B
7. Are you a management or non management staff?
Yes No
8. Which department are you?
Management department Product department
Accounting Department Others
9. Do the company engage on promotional activities?
Yes No
10. What are the effectiveness of billboard advertising on the marketing
of selected detergent?
(a) Packaging (b) Quality size (c) Size
 (d) Brand name
11. What is the main promotional strategy adopted by the selected
detergent?
(a) Pricing (b) Sales Promotion (c) Advertising
(d) Direct Marketing