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International journal of Innovative Research in Management ISSN 2319 – 6912 (July 2014, issue 3 volume 7) Anatomical Effects of Billboard Advertising on Consumers' Purchase Intent of Beer __________________________________________________________________ *Ugonna, Ikechukwu Adolphus, **Ndubisi, Emmanuel Chidozie, ***Otugo, Nkeiru Esther, ****Eze, Precious Chikezie & *****Akabogu, Okey Christopher Dept. of Marketing, Faculty of Management Sciences, Anambra State University, Anambra State, Nigeria ________________________________________________________________________ ABSTRACT The influences of the anatomical components of the AIDCA theory of advertising, an extension of AIDA, were tested in this study, using a billboard advertisement of Hero beer in Awka, capital city of Anambra State, Nigeria. AIDCA is an acronym for the Attention, Interest, Desire, Conviction, and Action which an advertisement is expected to induce in consumers. The study focused on the influences which the variables encapsulated in the AIDCA theory had on beer consumers' Purchase Intent of Hero beer in the study area. Through a survey of a convenience sample of 200 beer consumers in the study area, the study used a questionnaire to measure and analyze the influences which the AIDCA variables had on the Purchase Intent of beer consumers. Using a multiple regression model, the AIDCA independent variables significantly explained about 50% (R-squared=.473) of the variability in the consumers' Purchase Intent, the dependent variable. The R-squared is largely attributable to the independent variables Attention and Interest, the only two significant independent variables in the model. For further testing of the efficacy of the AIDCA theory, further studies should replicate the theory and methodology used in this study, with a different billboard advertisement of Hero beer in the study area. Keywords: 'AIDCA', billboard, advertisement, purchase intent, Hero beer -------------------------------------------------------------------------------------------------------*Corresponding Author: Akabogu, O.C.; +2348039594774; Email: [email protected] INTRODUCTION 1.1 Background of the Study Purchasers of consumer products, such as beer, are exposed to numerous advertising stimuli aimed at either creating/increasing awareness, stimulating purchase intent, and generating trial/retrial of the products. There may also exist other attitudinal or/and behavioral objectives that the advertisements may be aimed at accomplishing. Marketing theory and advertising copywriting consider advertisements as means of making what might be characterized as complete sales presentations. Marketing practitioners also visualize adverting as an essential promotional tool in formulating promotional strategies (Engel, Blackwell, and Kollat, 1978). An advertisement, in terms of its constituent elements, is expected to have an anatomy comprising of at least four essential elements as argued by the AIDA and AIDCA theories of advertising, and explained in Anyanwu (2003), Engel et al., and Parker (2012). AIDCA is an extension of AIDA, a popular advertising construct in advertising. AIDCA is an acronym that 14 International journal of Innovative Research in Management ISSN 2319 – 6912 (July 2014, issue 3 volume 7) stands for the Attention, Interest, Desire, Conviction, and Action elements or stimuli that are implicitly or/and explicitly coalesced into what is called an advertisement, targeted at consumers to elicit some desirable promotional or/and sales effects. Typologies of advertising include advertising embodied in physical forms such as billboard, newspaper, and magazine advertising, which typify advertising in its physical forms. Radio advertising, for instance, is an example of advertising in an unseen, but heard, form. A physical form of advertising, billboard advertising, is of interest in this study. Advertising seems to run across the entire gamut of consumer products, especially in the socalled developed countries. In Nigeria, the advertising of consumer products is not widespread in the category of consumer products, but advertising of beer in Nigeria is noticeably visible in most states of Nigeria, including Anambra State, Nigeria. Beer advertising, and billboard advertising in particular, is commonplace in the Anambra State beer marketplace. Billboard advertising of the Hero brand of beer in Awka, Anambra State, Nigeria, is visibly present and loud in Awka. There appears to be a dearth of literature on how the anatomical members of billboard advertisements of beer influence consumers' Purchase Intent of beer. There is also a lack of evidence in the literature that the AIDCA theory has been applied to study how billboard advertisements of beer affect consumers' Purchase Intent of beer, despite the numerous billboard advertisements on beer. This study is born out of the desire to apply a theoretical approach, AIDCA, to analyze the anatomical effects of billboard advertising of beer on consumers' Purchase Intent of beer. Consequently, the theoretical framework for this study rests on the AIDCA theory of advertising. The AIDCA theory of advertising essentially posits that the Attention, Interest, Desire, Conviction, and Action elements of an advertisement induce an attitude or/and behavior in the consumers. The resulting attitudinal or/and behavioral effects could be for the consumers to become aware or more aware of the product, develop a purchase intent of the product or to purchase/repurchase the product. Purchase intent of the product may ultimately result in actual purchase of the product. Consequently, it is salient to study how the anatomy of a billboard advertisement of a consumer product may influence consumers' Purchase Intent of the product. 1.2 Statement of the Problem Billboard advertising may be effective in stimulating consumers' Purchase Intent of beer. Consequently, the research problem focuses on the void that may be extant due to the nonapplication of the AIDCA theory to study consumers' Purchase Intent of beer, using a billboard advertisement of the Hero beer and Awka, a capital city of Anambra State, Nigeria, as study slices. 1.3 Objectives of the Study Using a billboard advertisement of Hero in Awka, the study area, and keeping in view the theoretical framework for this study, the objective of this study is to identify which of the advertising elements in the AIDCA advertising theory significantly influence consumers' purchase intent of Hero beer 1.4 Research Question The following research question will be raised in order to address the objective of the study: RQ: Do the advertising elements coalesced in the AIDCA advertising theory significantly influence consumers' purchase intent of Hero beer? 15 International journal of Innovative Research in Management ISSN 2319 – 6912 (July 2014, issue 3 volume 7) 1.5 Research Hypothesis The following research hypothesis, in null form, will be tested to answer the research question posed in this study. Ho: The advertising elements coalesced in the AIDCA advertising theory do not significantly influence consumers' purchase intent of Hero beer. 1.6 Significance of the Study This study extends the testing of the AIDCA theory in an environment beyond where the theory was originally conceived, and perhaps first tested. The findings of this research significantly creates awareness of the effects of the components of billboard advertising, as configured in this study, on consumers’ purchase intent of Hero beer. Identification of the significant anatomical constituents of billboard advertising contributes to producing billboards with enhanced promotional effects on consumers of Hero beer, and perhaps other beer brands too. The study serves as a piece of motivation to organizations wishing to advertise their beverages. This work yields benefits to advertising copywriters and advertising managers of beverages. This study is also of importance to the academia as additional literature in the understanding of AIDA, AIDCA, and other extensions of AIDA. 1.7 Scope and Limitations of the Study Subject and Variable Scope. This study's subject scope is delimited to advertising, billboard advertising specifically as shown in the picture attached herein, which is an aspect of promotions in marketing. The variables of interest in the study are the advertising elements encapsulated in the AIDCA theory, and consumers' purchase intent. The variables in the AIDCA theory are independent variables that are theorized to influence consumers' purchase intent, a dependent variable in the study. Geographical scope. Awka, a commercial city and the capital of Anambra State, Nigeria is the geographical area of study. Anambra State, Nigeria, consists of a collection of cultural groups that have somehow related languages, customs and traditions. Study unit scope/Brand of interest. The units of study in this work consist of only adult consumers of beer who at the time of this study resided in Awka, and have seen and read the billboard advertising of Hero, whose picture is attached herein. Limitations of the study. Availability of subjects for this study, within a compressed study time, was obviously a limitation in this study, given a tight deadline for study completion. Additionally, consumer-based marketing research seems to be an unfamiliar subject to many study participants in many places of the world, including the geographical area of this study. REVIEW OF RELATED LITERATURE 2.1 Introduction For close to a century, advertising researchers and practitioners the world over have diligently sought to understand just how advertising influences buyers' purchase intentions. The way in which target audiences process and ultimately use advertising information to influence product and brand choices is considered a top priority research area for contemporary marketing and advertising researchers. In the past, advertising and marketing communications went to work only for the purpose of increasing sales, but today one can argue that advertising is considered one of the important elements of customer service. One of the important issues in the realm of advertising is evaluation of advertising effectiveness. Advertising changes attitude, 16 International journal of Innovative Research in Management ISSN 2319 – 6912 (July 2014, issue 3 volume 7) increases knowledge, reforms behavior, informs the audience, strengthens relations, promotes exchanges, and reminds the audience of the various features of a product. This study examines an attitudinal change in purchase intent that may be induced by a Hero beer billboard advertisement. 2.2 Development and evolution of Advertising theories Barry and Howard (1990) traced the development and evolution of advertising theories when they wrote that In 1898 E. St Elmo Lewis developed AID (Attention, Interest, and Desire) as a sales guide for salesmen to be successful in moving a prospect to buy. Later, AID became AIDA (Attention, Interest, Desire, and Action) when the action stage was considered necessary to convince salesmen to move buyer prospects through complete selling process. In 1910 Printers Ink Editorial developed AlCA (Attention, Interest, Conviction, and Action), and argued that a complete advertisement must follow this conjecture of persuasion. In 1911 Arthur F. Sheldon developed AIDAS as Attention, Interest, Desire, Action, and Satisfaction. He added 'Permanent satisfaction' as a necessary part of the persuasive and long-run selling process. In 1915 Samuel R . Hall developed AICCA as Attention, Interest, Confidence, Conviction, and Action as the necessary steps in writing a good, persuasive advertisement. In 1921 Harry D. Kitson developed AIDCA as Attention, Interest, Desire, Conviction and Action. He used this model in writing about how the mind of the buyer works. In 1940 Clyde Bedell developed AIDCA as Attention, Interest, Desire, Conviction and Action. In 1956 Merrill Devoe developed AIDMA as Attention, Interest, Desire, Memory and Action. Barry et al. (1990). The first published hierarchy of effects in advertising was operative in marketing communications since 1898 and researchers and practitioners continue to contest the hierarchy notion till today. The vast majority of them merely offer changes in nomenclature to the traditional hierarchy-of-effects model which hypothesized that audiences respond to messages in a cognitive, affective, and conative (behavioral) sequence. More recently, however, researchers have begun to debate the existence of a single hierarchy sequence and have proposed alternative order hierarchy models (Lavidge and Steiner 1961). Proponents of the traditional hierarchy framework claim that audiences of advertising and other marketing communications respond to those messages in a very ordered way: cognitively first ('thinking'), affectively second ('feeling'), and conatively third ('doing') (Lavidge and Steiner, 1961). Billboard Advertising is an investment in a 'long-term' process that moved consumers over time through a variety of stair-step stages, beginning with product 'unawareness' and moving ultimately to actual purchase. The view of the stages of the advertising hierarchy is implicitly a causal one. However, by recognizing that advertising is essentially a 'long-term' process, it suggests that a causal influence between stages must occur only in the long-run, although it may not be found in the short-run. The argument that a favorable response at one step is a necessary, but not sufficient condition for a favorable response at the next step is central to the idea of advertising hierarchy of response models to this day (Preston and Thorson, 1983). Lavidge-Steinetr (1961) posited that the Model stage advertising involves Conative, Affective, and Cognition while Model order involves Purchase, Conviction, Preference, Liking, Knowledge, and Awareness. At the Conative stage are purchase and conviction; at Affective stage we have preference and liking; at Cognition stage we have Knowledge and Awareness. AIDA was theorized as a behavioral model intended to ensure that an advertisement raises awareness, stimulates interest, and leads the customer to desire and eventually action (Hackley, 17 International journal of Innovative Research in Management ISSN 2319 – 6912 (July 2014, issue 3 volume 7) 2005). The AIDA theory was seen as highly persuasive and is said to often unconsciously affect our thinking (Butterfield, 1997). AIDA theory suggests that for an advertisement to be effective, it has to be one that commands Attention, leads to Interest in the product, then to Desire to own or use the product, and then finally leads to Action (Mackay, 2005). For a billboard to contribute to success it has to be designed so that the customer passes through all these four phases, with all being equally important. The theory implies that the billboard should inject memorable and believable messages that will make trigger consumers to act in a certain way (Brierley, 2002). In marketing, grabbing the attention of potential customers or clients is imperative to gaining interest in the product. Once that interest is established, a business must make potential customers or clients desire the product enough to take action, generally by purchasing the product. There's a particular way consumers react to a marketing message. Marketers can gain the attention of consumers by product samples, large visual signs and other sensory techniques. Once the marketer has the attention of the consumer, they must craft their interest through product demonstrations, information and advertising. Companies must then build desire by focusing on creating a want for their specific brand, and lastly, consumer action through promotions, discounts and calling out of features or benefits. The AIDA model of advertising which stands for Attention, Interest, Desire, Action is perhaps the simplest formula you will ever find anywhere, yet also the most powerful, and perhaps controversial too. Attention. The first thing billboard advertising copy needs to do is grab the viewer's attention. If not, the viewer may be lost for good. A billboard should have an appeal required for the brand to be promoted. A billboard advert should immediately catch the viewer’s attention. For instance, many brands make use of highly popular celebrities in their billboard adverts in order to grab attention. In developing advertising billboards, it is advised that marketing managers should always start by identifying the targeted audience and its reasons to purchase a specific product or service. Interest. Once the attention of viewers is caught, then the viewers interest in the product needs to be generated. The interest objective sometimes uses emotions to address the fact that the purchase is a good bargain, the right step, a sound decision, etc. A billboard should be designed to create interest. Desire. There is huge difference between being interested in something and desiring it. The viewer's interest needs to be converted into a strong desire for what is being offered. A billboard advert must create a strong motivation and generate a need to buy the product, even if there is no immediate need. This can happen only if the copywriters have used the correct appeal in the billboard advertisement Action. When a brand of beer promotes its image through a billboard, the advertisers attempt to ensure that they are able to convince their customers to make a final buy or be inquisitive to know more about the product/brand. No matter how attractive and customer focused an advert may be, if there is no strong positioning in the minds of the customer, the brand will be lost in the viewers' minds. A billboard advertisement should tell the audience how beneficial the product. An advert will create a strong impact only if it is able to highlight the benefits its target market will get with using the product, and only then will action towards a purchase take place. Consumers tend to buy a product only when they see the benefits that the product or service can deliver. 2.3 AIDCA Theory in Brief 18 International journal of Innovative Research in Management ISSN 2319 – 6912 (July 2014, issue 3 volume 7) 1. Grab the potential client's or customer's attention. Whether the advertising involves commercials, posters or billboards, the advert should be attention-grabbing. Catchy audio visuals or interesting pictures are often used. 2. Arouse the potential customer's interest by using visuals that relate to them. This will require obtaining information about potential clients or consumers. Businesses can run studies, take surveys or even just ask questions to gain information about what interests potential clients or customers, and then use these cues in advertising formats. 3. Give the customer a desire for the product or service. A business should show the benefits of using the product or service advertised. 4. Convince the viewers that the expected benefits from the product or service are real and desirable. 5. Invite the customers to purchase the product or service. Often, encouraging the customers to act quickly can make the difference between success and failure in marketing. Offering sales or discounts with time limitations is one way of making customers act quickly. RESEARCH METHODOLOGY 3.1 Introduction Quantitative methodology, as discussed by Malhotra (2007), was adopted for this study. This methodology permits the use of quantitative data obtained through a structured data collection instrument. Unlike qualitative methodology, quantitative methodology permits the use of statistical analysis to make inferences and recommendations. 3.2 Research Design The research design used for this study is the survey method. This involved the use of a descriptive, single cross-sectional design, using a non-probability sampling method, the convenience sampling method. The quantitative methodology used assumed that the influences of the advertising elements or variables on consumers' purchase intent can be regarded as interval variables from which means and variances can be obtained for statistical analysis, as used in Akabogu (2013a,b,c). 3.3 Population of the Study Only adult beer consumers who at the time of this study resided in Awka, and have seen and read the billboard advertising of Hero beer used for this study (see picture in the appendix). The population of Anambra State is estimated to be about 4.1 million people, which is about 3% of Nigeria’s population of about 140.5 million people (Nigerian Population Commission, 2006). 3.4 Sampling and Sample Size No available database of the qualified population for the study was found at the time of this study. Therefore, since there was no sampling frame, the convenience sampling method was used to obtain a sample of 200 for this study, as suggested by Malhotra (2007). The data, through the convenience sampling method, were obtained from beer consumers at hotels, restaurants, road side eating places, and places where beer was sold and consumed in Awka, capital city of Anambra State, Nigeria. A structured questionnaire was used to collect data on the influences of the AIDCA advertising variables on beer consumers’ purchase intent of Hero beer. 3.5 Measuring Instrument Influences on consumers’ purchase intent, attitudes, satisfaction, and behavior can be assessed on continuous Likert type scales, as suggested by Malhotra (2007), and used in Akabogu (2013a, b, c). Based on this literature, a structured questionnaire with continuous 19 International journal of Innovative Research in Management ISSN 2319 – 6912 (July 2014, issue 3 volume 7) scales was used to collect data on the influences of the AIDC variables on consumers' purchase intent of Hero beer in the study area. 3.6 Reliability and Validity of the Data Collection Instrument Reliability. Many types of reliability tests are available in the literature (Malhotra, 2007). As indicated in Malhotra (2007) and Akabogu (2013), a convenience sample of 20 beer consumers was used to pretest the questionnaire, and calculate the Cronbach's alpha, an estimate of the reliability of the data collection instrument. A Cronbach's alpha of .85 was obtained, thus indicating a high reliability of the data collection instrument. Validity. Of the many types of validity tests in the literature, the face or content validity test was used for validity test of the questionnaire Malhotra (2007) and Akabogu (2013). The content validity of the questionnaire was estimated by six marketing practitioners in Awka, the area of the study. 3.7 Data Collection Source and type of Data. Primary data were collected from a convenience sample of 200 respondents from the qualified population of beer consumers in Awka, the area of study. A survey method was used to collect primary data from the convenience sample of qualified subjects in the population. The questionnaire was administered to the qualified subjects in a face to face setting in fast food restaurants, hotels, street-side food joints, and other places where beer was served in Awka city. The respondents were politely requested in those areas to participate in the study, if they chose to, after they had peruse the picture of the billboard advertisement used for the study (see appendix). No other means of data collection was used in this study. 3.8 Procedures and Analytical Techniques The hypotheses in this study were tested by using computerized multiple regression analysis to determine if there are significant variations in the influences of the AIDCA advertising variables on consumers' purchase intent of Hero beer in Awka, based on the specific billboard advertisement used in this study. Consumers' purchase intent is the dependent variable in this study, with the AIDCA variables as independent variables. An R-squared measure of .473 was obtained, showing that the advertising variables encapsulated in the AIDCA advertising theory explained about 50% of the variability in consumers' purchase intent of Hero beer in Awka. 3.9 Assumptions The assumptions made in this study are very much in line with the assumptions made in Akabogu (2013a,b,c), and supported by Malhotra (2007). The study assumed that statistical inferences can be made on the basis of non-probability sample information, such as information obtained through convenience and judgmental sampling methods. The results from a non-probability sample may not be generalized to the population, simply because the convenience and judgmental sampling methods do not produce representative samples. Akabogu (2013a,b,c) Malhotra (2007) notes that even though convenience sampling has its limitations, yet it is used in many marketing research surveys, and the author recommends sample sizes that have been found to be experientially suitable for market research surveys involving non-probability sampling. The assumption that the influences of the AIDCA advertising variables can take on interval values may be arguable as Churchill (1979) noted that there existed some argument about the use of interval rating scales that are used to measure variables that may be not be continuous. Akabogu (2013a,b,c) also noted that "to worsen the pain in the assumption of 20 ISSN 2319 – 6912 (July 2014, issue 3 volume 7) International journal of Innovative Research in Management continuity in the scale of measurement, some other requirements according to theoretical statistics may not be met". However, Malhotra (2007) opined that, "often, the statistical theory requirements are satisfied in pragmatic data analyses involving analysis of variance, and regression analysis, thus making them commonly used analytical techniques". Also, the assumption that the variables involved in the study are not transformable into log-linear, quadratic, and other forms, could be erroneous. It must be noted that the assumptions made in this study are not comprehensive. 4.0 RESULTS AND DISCUSSION Using computerized data analysis, the hypotheses in this study were tested, and the results in Table I below are the results of the analysis and test of hypotheses. Table I Ho: The advertising elements coalesced in the AIDCA advertising theory do not significantly influence consumers' purchase intent of Hero beer. Dependent Variable: Purchase Intent R-Squared = .473 Independent Variables Attention B- Coefficient .21 Std Error .06 t 3.60 P-Value .000 Interest Desire Conviction Action .48 -.01 -.10 4.26 .05 .06 .07 .05 9.72 -.13 -.1.41 .90 .000 .894 .161 .371 A multiple regression model was used to test the hypotheses in this study, as shown in Table I above. With an R squared of .473, the independent variables in the model explained about 50% of the variability in the dependent variable, purchase intent. Only two variables, attention and interest, showed significant influences on consumers' purchase of Hero beer, based on the billboard advertisement of Hero in the study area. The two variables, attention and interest, must have been largely responsible for the observed variability in consumers' purchase intent. 5.0 CONCLUSIONS AND RECOMMENDATIONS Conclusions Given the analysis in Table I above, and subsequent interpretation of results, this study concludes that the AIDCA theory, as an advertising paradigm, is significant and relevant in understanding consumers' purchase intent of Hero beer in the study area, based on the particular billboard used in this study. The study, however, also concludes that only the Attention and Interest components of the AIDCA theory are significant drivers of the consumers' purchase intent of Hero beer in the study area. Recommendations Given the findings and conclusions reached in this study, the following recommendations are worth considering. 1. The anatomical elements coalesced in the AIDCA theory should be considered as useful tools in the evaluation of the effectiveness of billboard advertisement. 2. The methodology used in this study can be replicated with other different billboard advertisements of Hero beer in the study area, and other areas. 3. Other advertising theories can be used to study consumers' purchase intent of Hero beer in the study area to determine if higher or lower variability in purchase intent can be obtained. 21 International journal of Innovative Research in Management ISSN 2319 – 6912 (July 2014, issue 3 volume 7) 4. Since a non-probability sampling approach was used in this study, caution should be taken in adopting the results from this study. In future studies, if possible, larger probability samples can be used to compare results, and for more generalizable application of the findings. References Akabogu, O.C. (2013a). Tea consumption in Nigeria: Any brand loyalty? International Journal of Innovative Research in Management ISSN 2319 – 6912 (October 2013, issue 2 volume 10) Akabogu, O.C. (2013b). An analysis of Brand Loyalty to Coca-Cola (Coke) in Nigeria. Journal of International Academic Research for Multidisciplinary. Impact Factor 1.393, ISSN: 2320 5083, Volume 1, Issue 11, December 2013 Akabogu, O.C. (2013c). Promotional Influence of Packaging on Consumers’ Retrials of bottled Water in Nigeria. Asian Academic Research Journal of Social Sciences and Humanities Year 2013, Volume-1, Issue-15 (Sep 2013) Online ISSN : 2278 – 859X Anyanwu, A. (2003). AIDA: Promotional Strategy - A schematic Approach. Owerri, Imo: Alvan Global Publications. Barry, T.E. and Howard, D. J. (1990) 'A review and critique of the hierarchy of effects in advertising'. International Journal of Advertising, 9: 121-135. Butterfield. L (1997) Excellence in Advertising, The IPA guide to best practice, British Library Catalouging, Oxford:UK Brierley. S (2002) The Advertising Handbook, Routledge, London: UK Churchill, G.A. Jr. (2nd Edition). (1979). Marketing research methodological foundations. Illinois: The Dryden Press. Engel, J.F., Blackwell, R. D., and Kollat, D.T. (3rd Edition). (1978). Consumer behavior. Homewood, Illinois: Richard D. Erwin, Inc. Hackley. C., (2005) Advertising and Promotion: communicating brands, SAGE, London Lavidge. R. J, Steiner. G. A., (1961) A model of predictive measurement of advertising effectiveness, Journal of Marketing, 52, p. 59-62 Mackay. A., (2005) The practice of Advertising, 5th Ed, Elsevier Butterworth-Heinemann, Sydney: Australia Malhotra, N.R., (2007). (5th Edition). Marketing research, an applied orientation. New Jersey: Pearson Prentice Hall. Nigerian Population Commission (2006). Data for National Development. Retreived January 2013 from http://www.population.gov.ng/ Parker, M. (2012). AIDCAS, Retrieved May 3, 2014, from www.mindtools.com Preston, I. L. and Thorson, E. (1983) Challenges to the use of hierarchy models in predicting advertising effectiveness, Proceedings of the Annual Convention of American Academy of Advertising, 27 33. Strong, Jr., E. K. (1925) Theories of selling. The Journal of Applied Psychology, 9, 75-86 22 International journal of Innovative Research in Management ISSN 2319 – 6912 (July 2014, issue 3 volume 7) APPENDICES Data Collection Instrument Adopted from Malhotra (2007) and Akabogu (2013c) BILLBOARD ADVERT STUDY I am Ikechukwu Ugonna, a doctoral student at Anambra State University. I am conducting a research on how beer consumers who reside in Awka, Anambra state, perceive and respond to this billboard advertisement of Hero beer, as shown in this picture. The information obtained from this study will be used strictly and only for the purposes of understanding beer consumers' perceptions of and responses to this billboard advertisement of Hero beer in Awka, Anambra State, Nigeria, and also for the teaching of marketing in educational institutions. Your name is not required for this study, and all information that you volunteer will be used only for the purposes stated above. Please, would you be kind enough to freely partake in this study by completing this short questionnaire? Your cooperation will be highly appreciated. (QI is asked only after finding out if the subjects, at the time of the study, resided in Awka, Anambra State, have bought and consumed beer at least once in Awka, and have actually seen and read the billboard advertisement in the picture shown to them.) QI On a scale of 1-5, as shown below, and based on the billboard advertisement of Hero beer as shown in the picture, please indicate your PURCHASE INTENT of Hero beer? (Check one answer only.) 5 = Definitely will buy 4 = Probably will buy 3 = Might or might not buy 2 = Probably will not buy 1 = Definitely will not buy QII On a scale of 1-5, as shown below, how much do the ATTENTION getting elements (benefits, news, and curiosity) contained in this billboard advertisement of Hero beer, as shown in this picture, influence your purchase intent of Hero beer? (Check one answer only.) 5 = Very much influences 4 = Somehow influences 3 = Neutral or No opinion 2 = Somehow does not influence 1 = Very much does not influence QIII On a scale of 1-5, as shown below, how much does the INTEREST you now have for Hero beer, based on the billboard advertisement of Hero beer that you have seen and read in the picture shown to you, influence your purchase intent of Hero beer? (Check one answer only.) 23 International journal of Innovative Research in Management ISSN 2319 – 6912 (July 2014, issue 3 volume 7) 5 = Very much influences 4 = Somehow influences 3 = Neutral or No opinion 2 = Somehow does not influence 1 = Very much does not influence QIV On a scale of 1-5, as shown below, how much does the DESIRE (justification) you now have to want to buy Hero beer, based on the billboard advertisement of Hero beer shown in this picture, influence your purchase intent of Hero beer? (Check one answer only.) 5 = Very much influences 4 = Somehow influences 3 = Neutral or No opinion 2 = Somehow does not influence 1 = Very much does not influence QV On a scale of 1-5, as shown below, how much does the CONVICTION (confidence and comfort) you now have to want to buy Hero beer, based on the billboard advertisement of Hero beer shown in this picture, influence your purchase intent of Hero beer? (Check one answer only.) 5 = Very much influences 4 = Somehow influences 3 = Neutral or No opinion 2 = Somehow does not influence 1 = Very much does not influence QVI On a scale of 1-5, as shown below, how much does the ACTION (motivation) generated in you now to want to buy Hero beer, based on the billboard advertisement of Hero beer shown in this picture, influence your purchase intent of Hero beer? (Check one answer only.) 5 = Very much influences 4 = Somehow influences 3 = Neutral or No opinion 2 = Somehow does not influence 1 = Very much does not influence 24