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ABSTRACT
The study examines the Role of Outdoor Advertising in Achieving Marketing Growth in the Telecommunication Industries in selected Telecommunication Institutions in Port Harcourt. In the course of carrying out the study, the primary and secondary data sourcing methods were adopted. The primary has to do with structured and unstructured questionnaire, personal interview and observations; while the secondary data were sourced from existing textbooks, journals, library materials, corporate magazines and internet materials. The population of the study is made up of officers in the mark of products managers and marketers in the telecommunication industry in Port Harcourt under investigation out of which a sample size of 40 respondents was drawn via Taro Yemen’s formula. The frequency distribution tables and simple percentage were used for data analysis of the study. However our findings revealed that outdoor advertising has a great impact in promotion of telecommunication products and services in achieving marketing growth through its tools such as billboards, handbill, television broadcast, etc.Based on these, it is recommended that management of telecommunication industry should find it very relevant in investing in outdoor advertising system. Secondly, proper research should be carried out by telecommunication industry to know more about the importance of outdoor advertising.
TABLE OF CONTENTS
TITLE PAGE…………………………………………………………………………………..i
CERTIFICATION ii
DEDICATION iii
ACKNOWLEDGEMENT iv
ABSTRACT v
TABLE OF CONTENTS vi
CHAPTER ONE 1
INTRODUCTION 1
1.1 BACKGROUND OF THE STUDY 1
1.2 STATEMENT OF THE PROBLEM 3
1.3 PURPOSE OF THE STUDY 4
1.5 RESEARCH QUESTION 4
1.6 SIGNIFICANCE OF THE STUDY 5
1.7 SCOPE AND DELIMITATION OF THE STUDY 5
1.8 DEFINITION OF TERMS 6
CHAPTER TWO 9
REVIEW OF RELATED LITERATURE 9
2.1 INTRODUCTION 9
2.2 THE CONCEPT OF OUTDOOR ADVERTISING 9
2.3 CONCEPT OF ADVERTISING 11
2.4 THE NEED FOR ACHIEVING MARKETS GROWTH 12
2.5 THE IMPORTANCE OF TELECOMMUNICATION 14
2.6 THE IMPORTANCE OF BUSINESS GROWTH 15
2.7 SUMMARY OF REVIEW OF RELATED LITERATURE 17
CHAPTER THREE 19
3.1 RESEARCH DESIGN 19
3.2 SOURCES OF DATA 19
3.2.1 PRIMARY SOURCE OF DATA 19
3.2.2 SECONDARY SOURCE OF DATA 19
3.2 POPULATION OF THE STUDY 20
3.3 SAMPLING TECHNIQUES 20
3.4 DEVELOPMENT OF RESEARCH INSTRUMENT 20
3.5 VALIDATION AND RELIABILITY OF RESEARCH INSTRUMENT 20
3.6 DATA ANALYSIS PROCEDURES/TECHNIQUES 21
CHAPTER FOUR 22
DATA PRESENTATION AND INTERPRETATION 22
4.1 RESEARCH QUESTION ONE 22
4.2 RESEARCH QUESTION TWO 24
4.3 RESEARCH QUESTION THREE 25
4.4 RESEARCH QUESTION FOUR 26
4.5 RESEARCH QUESTION FIVE 27
4.6 DISCUSSION OF FINDINGS 28
CHAPTER FIVE 29
SUMMARY, CONCLUSION AND RECOMMENDATION 29
5.1 INTRODUCTION 29
5.2 SUMMARY 29
5.3 CONCLUSION 29
5.4 RECOMMENDATIONS 30
BIBLIOGRAPHY 31
APPENDIX I 32
APPENDIX II 33
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
In view of the increase imperative for advertising spenders to always seek for the justification for the addition/cost of advertizing their products or services.
This also puts the task of providing the justification for the continuous media rate increase on the media owners, so outdoor advertising practitioners being one of those at the center of these owners that must be justified in this sense how effective its medium.
Convincing answers to such a requirement determine the level of patronage a medium of advertising command for the adverters.
Adverters have substantially increased their spending on outdoor advertising media. Over the last decade outdoor advertising provides an excellent way to reach important local consumer segments.
Telecommunications is a booming industry that is becoming more innovating by the second. Whether people are communicating via the internet, mobile phone or landline, the world is now connected in a way that allows for communication to take place on multiple different platforms.
Many industry professionals are seeing this as an opportunity to grow their businesses and are turning to outdoor, digital advertising to make this happen. In 2014, communication companies were ranked in the top ten industry categories to use out-of-Home (OOH) advertising, with numerous communication providers being the top spenders in this advertising category (e.g. Verizon, Samsung, Metro Pcs).
This transition towards digital advertising is expected to continue in the future, with telecommunication digital advertising spending expected to reach $6.69 billion in 2017.
Whether your current marketing goals are to sell cable Tv, internet, telephone or mobile services, or telecommunication equipment, digital billboards accomplish the goals of getting you more subscribers and upping your revenue.
As a telecommunication business, your greatest goals is likely convincing users to switch providers and subscribe to you. One way to do this is to strengthen your customers loyally by showing each customer that you have the service to fit their needs.
While the number of Americans who own a Smartphone has substantially increased since 2011, it’s no secret that mobile phone companies love competing with each other. Billboards can be a great way to convince users to switch providers or showcase the latest phone or gadget, as they allow you to stand out and quickly communicate a message to countless drivers, whether you’re highlighting your fast network or your affordable data plan, drivers are able to notice the deals that will work best for them.
This doesn’t just work for cell phone providers either. Many people still find comfort in their home landline or are currently looking for the best deal when it comes to internet and cable.
Billboards are a great platforms to promote triple plays (telephone, video and internet) and bundle deals.
Billboards demand the attention of drivers forcing customers to contemplate your service. As a result, potential customers are more likely to seek further information by stopping by your location or looking you up online.
1.2 STATEMENT OF THE PROBLEM
The role of outdoor advertising in achieving market growth in telecommunication industry is very crucial and needs to be properly invested in it for achieving set goals of the industry.
As a fast growing industry in the world, its customer is targeted to all industries of the world and are product and services being complex need a proper outdoor advertising gadgets for proper communication to her targets.
1.3 PURPOSE OF THE STUDY
The purpose of this study is to examine the role of outdoor advertising in achieving marketing growth in telecommunication industry.
Focus was on the following areas:
- To ascertain the extent outdoor advertising offers a perfect creative canvas for companies to deliver their brand message.
- How outdoor advertising can fit into any transformational advertising strategy.
- How it can deliver a relevant message to the mass/targeted audience with ease and efficiency.
- How it is able to provide more clarity regarding the focus of the brand.
- And with the help of outdoor advertising, you will be able to strategically place the brand message.
1.5 RESEARCH QUESTION
The following research questions where formulated for this study.
- To what extent can outdoor advertising promote telecommunication products and services?
- Is billboards very relevant in outdoor advertising for the achieving marketing growth in the telecommunication industry?
- Are there any problems facing the telecommunication industry in carrying out outdoor advertising in the streets of Port Harcourt?
- Is outdoor advertising of telecommunication products and services very relevant in achieving marketing growth?
- Is there any possibility for outdoor advertising to go off existence for new system of advertising tool for business growth?
1.6 SIGNIFICANCE OF THE STUDY
Outdoor advertising is a platform for creating brand awareness and building brand visibility and popularity. In the last couple of decades, outdoor advertising has become prominent but more than that technology has enhanced it further so that you can get the best out of it.
The significance of the study is multi-faceted as it will help to identify the marketing strategies in for telecommunication industry and all other industries to meet the demand of their targeted audience.
1.7 SCOPE AND DELIMITATION OF THE STUDY
This study covers two (2) selected telecommunication companies in Port Harcourt. This is because the structure and functions of these organizations are similar to their counterparts throughout the country. Therefore, findings made should reflect what obtains throughout the organizations in the country.
The problems the researcher faced in the course of carrying out this study include;
- Huge costs were incurred for stationeries where were used to make this study.
- Typing and gathering of information was very tasking due to other academic engagement.
- Other class academic work such as assignments, lectures and practical’s, all took place simultaneously with work on this study.
- Finance: Getting sufficient finance from my sponsors on time to enable me get the required information on time, was a problem.
- Distribution of questionnaire to my respondents and retrieving it from them took a great deal of time and effort on the researcher’s part.
All these made the exercise very difficult and tasking.
1.8 DEFINITION OF TERMS
Role: A role is a set of connected bahaviours, rights, obligations, beliefs and norms as conceptualized by people in a social situation. Wikipedia A prescribed or expected behaviour associated with a particular position or status in a group or organization. Business Dictionary.Com.
Outdoor: Done, situated or used out of doors or out of homes.
Advertising: The activity or profession of producing advertisements for commercial products or services. Describe or draw attention to (a product, service, or event) in a public medium in order to promote sales or attendment.
Outdoor Advertising: Outdoor advertising, also known as out-of-home advertising, is advertising that reaches consumers when they are outside their homes.@www.shopify.com
Achieving: Successfully bring about or reach (a desired objective or result) by effort, skill or courage. To bring to a successful end; carry through; accomplish; or to bring to a successful end; succeed in doing or accomplishing.
Marketing: The action or business of promoting and selling products or services, including market research and advertising.
Growth: The process of increasing in size or something that has grown or is growing or a vineyard or crop of grapes of a specified classification of quality or form it.
Telecommunication: Communication over a distance by cable, telegraph, telephone or broadcasting. Telecommunication is the transmission of signs, signals, messages, words, writings, images and sounds or information or any nature by wire, radio optical or electromagnetic systems.
Industry: Economic activity concerned with the processing of raw materials and manufacture of goods in factories. Industry is the production of goods or related services within an economy. The major source of revenue of a group or company is the indicator of its relevant industry. Wikipedia.
Billboard: A billboard is a large outdoor advertising structure, typically found in high traffic areas such as alongside busy roads. Billboards present large advertisements to passing pedestrians and drivers. Wikipedia.