CHAPTER ONE

INTRODUCTION

• Background of the Study

Communication is life and life is communication. Communication is ubiquitous, it is all around man. Man cannot do without communication in the society. It leads people from instinct to inspiration through various processes and system to enquiring command and control.

The words of Schramm Roberts (1992) states that when one studies communication, he is studying people in relationship with one another, their groups, influencing each other and being influenced, informing and being taught, entertaining and being entertained.

According to Kottler (1994), communication is a symbolic behavior that occurs between two or more participating individuals. It has the characteristics of being a process, it is transactional in nature and it is effective, it is purposive goal directed behavior that can have instrumental or consummatory end (Linus, 2015).

Mass communication, De Fleur in theory  of Mass Communication  defined it as a means by which a groups norms and  values are expressed, social control is exerted, roles are allocated, coordination of effort about happenings around his environment as well as to help him make good and right decisions, think right and react positively or negatively towards a particular products. This helps him to determine what feelings to develop.

According to Chris Douhudge, (1996:p.24) advertising is a commercial catalyst stimulated a consumption conscious society and remaining itself unchanged. He further adds that, advertising is a driving force for speedy realization of objectives whether in private or public business.

The British institute of practitioners in Advertising (I.P.A) defined it as thus: advertising presents the most persuasive positive selling message to the right prospect for the product or service at the lowest possible cost, J. Frank (1998).

Billboard advertising is defined in the town and country planning (control of advertising) Regulations (1946) an any word, letter, model sign, placard, board, door notice, device or representation whether illuminate or not used for purpose of advertisement, announcement or direction. It includes any hoarding or similar structure used or adopt for the display of advertisement.

Learned and educated people alike tend to agree that it is customary for the largest billboard advertisements remain inner position for a period of time, usually thirteen weeks so that they enjoy both twenty four (24) hours exposure and long life.

This repition ideas for the name plugging or sloganising  advertisement which seeks to familiarized the audience with a brand name salves point or pack design. The task of the poster is often simply but contentious one.

1.2     Statement of Problem

In Nigeria nowadays, consumers are making choices because of the proliferation of more products in the market. Consumers make choices among the existing products based on their finance, desire and need. The problem of choice and decision set in to determine whether consumers choose products because of the exposure influence of advertisement.

Daily advertising has taken greater part of information disseminating in media houses. However, axiom has it that, “seeing is believing”. For this reason, there is a major need to assess the effect of billboard adverts and the desire effect which billboard advertising has on a consumers or subscribers of Airtel product.

There are various researches and examinations on how Airtel billboard advert messages affect subscribers. The patronage they give Airtel products services to other GSM service(s) provide and the level of reception and influence of adverts is therefore the essence of the study.

• Objectives of the Study

To achieve the goals and aims of this research work, the objectives are set thus:

1. To ascertain if the people of Ikot Ekpene are exposed to billboard advertising.
2. To assess the extent of aritel billboard advertising coverage in Ikot Ekpene.
3. To determine if aritel billboard advertising has affected the people of Ikot Ekpene.

1.4     Research Question

In order to help the researcher meets the goals of the study, the following questions were asked:

1. Are residents of Ikot Ekpene aware of the airtel billboard advertisement?
2. To what extent do Airtel billboard advertising cover Ikot Ekpene?
3. Does Airtel billboard advertising influence consumer patronage in Ikot Ekpene?

1.5     Scope of the Study 

The scope of this study comprises the people of Ikot Ekpene Local Government Area and their perception and conception towards airtel billboard advertisement.