Download AREA OF INTEREST: ADVERTISING PREMILIARY PhD PROPSAL

AREA OF INTEREST: ADVERTISING
PREMILIARY PhD PROPSAL ON:
ASSESSMENT OF BILLBOARD ADVERTISING EXPOSURE AND INFLUENCE ON
CONSUMER BEHAVIOUR TOWARD BRANDS AMONG RESIDENTS OF LAGOS
METROPOLIS
MalachyOnyekaozulu UDEJINTA
Background of the study
Advertising has remained a major strategy in marketing programme of organizations in almost all modem business
economics across the globe. Understanding why and how advertising works is complicated by the fact that, it is
situation – specific. Chief Marketing Officers (CMOs) that are given a higher marketing budget typically either to
use the money to advertise more to compensate for the decreasing effectiveness of advertising or allocate money
toward other forms of acquiring customers (Teixeira 2014). A major problem that still confronts advertising
management is the Chief Marketing Officers to show that the return justifies the investment.
The proliferation of the media of advertising has made it become increasing hard for any medium of the traditional
mass media channels to estimate its impact on consumer decision as regards advertised brands and products.
Marketing managers are generally aware that the cost to advertise has been rising due to higher media costs. In
response to higher advertising costs and lower attention, marketing executives have had to rethink how they secure
their marketing budget and allocate it across several demand generation activities, not just advertising (Teixeira
2014).
The total advertising expenditure in Nigeria on the above-the-line media from 2011 to 2013 was N319.6billion. The
Television medium has consistently received a larger share, with Outdoor channel been second highest receiver of
ad expenditure ahead of Radio and Press.
In2013 advertising expenditure in Nigeria was N125billion. The
Television medium got the highest revenue of N66, 250billion, Outdoor N23, 750billon, Radio N22, 500billion and
Press (Newspaper and Magazine) received N23, 500billon, (Adejo 2014).
Outdoor advertising is regarded as supplementary, rather than primary medium (Terence 2003:35). The outdoor
medium is credited with brand reach and high frequency levels, geographical flexibility, low cost per thousand,
prominent brand identification and opportune purchase reminder. The medium is also characterized by nonselectivity or wasteful exposure, short exposure time, difficult to measure audience size and environmental
problems.
In the submission of Teixeria (2014) Academics and Industry specialists have identified a few factors that may be
playing a rule in why consumers are losing interest in advertising, though they cannot fully explain the sharp
decrease in attention paid to advertising. These factors are: (i) ad culture (ii) distrust (iii) short attention span (iv)
media proliferation
The internet may have helped to shorten our attention.Decaux,(Managing Director of JCDecaux Group, world
biggest outdoor agencyremarked 2014) that 50 percent of world local advertising expenditure goes to the internet.
He declared “that the greatest challenge to the outdoor advertising business is the internet not government regulatory
bodies as many outdoor advertising practitioners may want to believe.”
The
Federation European
PubliciteExterieur (FEPE)( 2014), International study on Out- of Home (OOH) advertising revealed that 46% of
customers perceive television advertising as most memorable, while 28% considers it most trustworthy. 34% and
24% of the customers rated outdoor most memorable and trustworthy as against other channels. FEPE therefore,
submits that OOH continues to amplify and localized the impact of television campaigns.
Nigeria is the largest economy in Africa and 26th in the world. The vision of Nigeria is to be the 20 th largest
economy in the world by the year 2020. In 2013 advertising contributed N125billion to the country’s gross domestic
product (GDP) and advertising practitioners have predicted that expenditure in advertising in Nigeria by the end of
2014 would increase by at least N20billion naira.
However, there is no official statistics on the number of billboards in Nigeria at present. Nevertheless, 18 of the 36
states of the federation of Nigeria have established states signage and advertising regulatory agencies for the
regulation of signage and outdoor advertising.
Lagos State Signage and Advertising Agency (LASAA 2014) reports that billboard advertising business in Lagos in
2013 was worth over N80billion, while the President of Outdoor Advertising Agency of Nigeria (OAAN)Chiejide
(2014) claims that outdoor advertising in Nigeria employs over one hundred thousand persons.
Chiejide (2014) at the LASAA-OAAN conference/exhibition remarked that, the mass media in Nigeria do not have
a reliable circulation and audience exposure statistics on which advertisers can predict the size of audience that each
medium can deliver on advertising. Traditionally media firms do not sell attention; they sell access to an audience
that provides the opportunity for advertisers to communicate. However, currently the advertiser is no longer satisfied
with just paying for access to communicate to the audience. The advertiser is demanding from the media firm
evidence of attention of the audience on their different medium. The outdoor advertising subsector in Nigeria is
grappling with the challenge of providing the advertiser with reliable measurement of consumer exposure and
attention as well as influence. The inability of outdoor ad agencies in Nigeria to provide measurement of audience
exposure and influence has resulted to decline of advertisers’ confidence and consequently loss of business and
revenue, (Chijide, OAAN President remark 2014).
According to Ajayi (2012) in 2002 OAAN commissioned a study on exposure to outdoor ad. The study employed
traffic count as major method. However, the present study is focusing on both exposure and influence of outdoor
advertising on the consumers in Nigeria.
THEORETICAL FRAMEWORK: The postulations, propositions and assumptions of the following theories, will
be applied to the research problem as they affect the study directly and indirectly: Selective Influence Theory,
Message Response Involvement Theory, Uses and Gratification Theory and Agenda-Setting Theory.
OBJECTIVES: (i)Determine awareness of billboard advertising (ii) Ascertain the attention to billboard
advertising(iii) Assess the understanding of billboard advertisement(iv)To determine what arouses the interest of the
audience most in billboard advertising(vi) To ascertain whether billboard advertising influence consumer purchase
decision (vii) Assess the impact of demographic variable on billboard advertising (viii) Assess the influence of
frequency of exposure of billboard advertising to consumer behaviour.
METHODOLOGY
Tworesearchmethods will be adopted for the study. The analytical survey method is to explain the interrelationships
among variables and why such situations exist. The Focus Group aims at understanding attitudes and behaviours
towards advertising, (Wimmer and Dominick 2011).
Population of Study: The population of interest to the study is Lagos state, Nigeria.Over 40% of billboard
advertisements in Nigeria are located in Lagos, (OAAN 2014).
Sample Size: The sample size is 500; adopted based on a similar study sponsored by FEPE (2014). Five focusgroup discussions will also be conducted.
Sampling design and procedures: The entire population of Lagos metropolis will be studied. Equal number of
males and females will be sampled based on five groups using Quota sampling; while the Multimethod approach of
focus groups/panels will be used to drawn from the sample.
Data Collection and Administration of Questionnaire and Conduct of Focus groups
: The questionnaire will be used to collect data as well as Focus group interviews/discussions.
The questionnaire will be administered to the respondents by the researcher and his research assistants as well as the
conduct of the focus groups.
Data Analysis: Descriptive statistics will be adopted for the analysis of the data generated from survey method
employing the Statistical Package for Social Science. The constant comparative technique will be employed to
analysis the qualitative data generated from focus groups.
Validity and Reliability: Pilot study will be conducted to pre-test the study instrument to achieve for the survey;
while, the first two focus groups to be conducted will be used as the bases to validity the focus groups method.
EXPECTED OUTCOME
From the residual knowledge and existing literature on advertising generally and outdoor in particular; it is expected
that the objectives of the research will be achieved and hence be an original contribution to knowledge.
It is also expected that people are aware of billboard advertising and they pay attention. The study is optimistic of
ascertaining the level of attention audience pay billboard ads as well as what interest them most. However, it will not
be supervising to discover that many people do not real understand the ad messages, as demographic variables are
expected to shape audience perception of billboard message. At the same time it could be discovered that billboard
advertising influence consumer purchase decision as much as other channels do and is expected to possess high
exposure rate and frequency that television for certain group of the audience do to their daily activity schedule.
REFERENCES
Ajayi, B.O. (2012)Understanding Outdoor Advertising.Nigeria ;Lagos,Fem Publishers Limited.
Terence, A. S (2003).Advertising, Promotion, and Supplemental Aspects of Integrated
Marketing Communications.(6thed), USA; South-Western Mason, Thomson Learning
Wimmer, R.D. and Dominick, J.R. (2011) Mass Media Research: an introduction. (9thed),
USA.Wadsworth, Cengage
Http://www.fepe.com. 2014
Http://www.oaan.com.ng 2014
Adejo, L. (2014). Nigeria’s Advertising expenditure Hits N125bn in 2013. http://www.
Dailytimes.com.ng/articlenigeria%E2%80%99s-advertising-expenditure-hits-n125bn
September 10,2014
Mahoney, M. (2014). The Subconscious Mind of the Consumer: And How to Reach it. Http://
Hbswk.hbs.edu/topics/consumerbehaviour.html.file://D:/Documents/desktop/CONSUME
R%20BEHAVIOUR%20ATTENTION.pdf.Retrieved 9 October, 2014.
Teixeira, T.S.(2014). The Rising Cost of Consumer Attention: Why You Should care, and What
You Can Do about it. file://d:/documents/desktop/consumer%20behaviour/ rising%
20cost%20of%20cosumer%20care.pdf
2013. Retrieved