Outdoor Advertising As A Marketing Strategy For Product Sale In The Nigerian Telecommunication Industry (A Case Study Of Globalcom Nigeria Limited)

Project and Seminar Material for Marketing

Outdoor Advertising As A Marketing Strategy For Product Sale In The Nigerian Telecommunication Industry (A Case Study Of Globalcom Nigeria Limited)


Outdoor advertising cannot be overemphasis due to the role they play in disseminating message either directly or indirectly form the producer or the advise, outdoor advertisement are those advert that potential buyers and the real longersa see freely on our ways for examples the bill boards singposl, bulentine and other trade mark that point or direct us to a particular porsuit, this advert allow consumer to know more about the product since the consumer will be able to read and know the meaning of what the advert is saying and not only that, it also reduced cost unlike the Television or Radio advert where the advertiser buy time or space and this is usually short due to time schedule for other programmes which makes outdoor advertisement better because people see it even without watching or listened to their T.v set. A goo example of outdoor advertisement is the bill board that shows clearly the logo of Glo in the Glo rule your world paite almost all the centre of each to win. In the course of this study, the relevant of outdoor advertisement will be analuyzed and the marketing aspect of it will be discuss at length. Research methodology in analysis the data graffen will also be look up to such as the primary and secondary source data while the researcher will apply the use of questionnaire poal interview and other methods. Lastly,, the researcher will arrived at a conelism where adequate information and recommendation will be use to advice the cases study and also other important of advertising and various types of advertising will be discussed.

Table of Content

  • Title page
  • Certification
  • Dedication
  • Acknowledgment
  • Table of Contents
  • Abstract

Chapter One:


  • 1.1 Background of the study
  • 1.2 Statement of problems of the study
  • 1.3 Aims and objective of the study
  • 1.4 Significance of the study
  • 1.5 Scope of the study
  • 1.5.1 Theoretical scope
  • 1.5.2 Geographical scope
  • 1.5.3 Industrial scope
  • 1.5.4 Time scope
  • 1.6 Limitations and Constraints to the study

Chapter Two:

Literature Review

  • 2.1 Review of past research reports on the subject matere (impericcal review)
  • 2.2 Review of general text (theoretical review)
  • 2.3 Summary of review
  • 2.4 Hypothesis formulation

Chapter Three:

Research Methodology

  • 3.1 Research design
  • 3.1.1 Data collection method/techniques
    • Types of data collection
    • Source of data
    • Method of collection
  • 3.1.2 Data presentation and analysis techniques (tolls of analysis)
  • 3.2 Sampling procedures
  • 3.2.1 Definition of population
  • 3.2.2 Sample unit
  • 3.2.3 Sample frame
  • 3.2.4 Sample size and distribution
  • 3.2.5 Sample selection

Chapter Four

Data Analysis and Presentation

  • 4.1 Brief history of case study
  • 4.2 Data presentation and analysis
  • 4.3 Analysis of problems and hypothesis testing
  • 4.4 Summary of findings

Chapter Five

Summary, Conclusion and Recommendation

  • 5.1 Summary of report
  • 5.2 Conclusion
  • 5.3 Recommendation
  • References
  • Bibliography
  • Appendix

Chapter One


1.1 Background of the Study

In view of the increase rate of advertising median it has become imperative for advertising spenders to always seek for the justification for the additional cost of advertising their product 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 justify in this sense how effective it’s medium.

Convincing answers to such a requirement determine the level of patronage a medium of advertising command for the advertisers.

Advertisers have substantially increased their spending no outdoor advertising media over media over the last decade outdoor advertising provides an excellent way to reach important local consumer segments.

1.2 Statement of Problem of the Study

In the process of my findings there was a certain question which confronted this study but its yet to be answered our know to the study. Outdoor advertising in Nigeria servers as a popular means of informing or educating and even creating awareness to the public about goods and services, which has been in existence for almost centurion’s years.
Despite all these the study is yet to identify the reasons why outdoor advertising in Nigerian is yet to attain the international standard? Hence I have decided to go into researching the reasons, why the short coming exist. If at all I find out and I hope that the findings would not only confirm existing fears but also unearth other facts militating against achieving effective but outdoor advertising in Nigeria.

1.3 Aims and Objective of the Study.

Outdoor advertising is important as it is to advertising and marketing profession and also the nation company has been commendable in its performance.

This write up is to establish the importance of outdoor advertising as it concerns the marketing outfit vis-visa the 0countribution of the four major parties involved in the briefing, planning, execution and monitoring or outdoor advertising and effectiveness in relation to marketing in Nigeria.

The aims and objective is to identify how the parties involved can help outdoor advertising to be more significant in the marketing industries.

1.4 Significant Of The Study

This write-up tells the contribution of the four major parties involved in the briefing; planning, execution and monitoring of outdoor advertising and its effectiveness in relation to marketing in Nigeria which tends to educate the public and all individual willing to engage in outdoor advertising practice.

The study also serves as a powerful reminder and supporting means to any serious advertising campaign.

1.5 Scope of the Study

The study covers marketing strategies, marketing concepts and its meaning, advertising and a business, types, merit and –demerit of outdoor advertising and why it is not effective as it should be.

It also talked about advertiser, advertising agency, advertising media owners and their roles association of outdoor media owerners government authorities and outdoor advertising and contribution be considered when erecting a bill board and also shed light on background of the case study (GLO).

It went further in discussing the problem area in out advertising practice in Nigeria.

This project work was done in Ilorin metropolis of kwara state from January 2011.

1.5.1 Theoretical Scope:

Various marketing activities and function are being embarked upon in the company both, for simplicity of this study outdoor advertising as a marketing strategy in telecommunication industry was chosen so that concentration will be to the study.

1.5.2 Geographical Scope:

The area covered for this study were also limited in order for convenience Globalcom Nigeria limited was selected, when gives attention to outdoor advertising by ensuring it applicable to solve problems asociated with the out door advertising. It was choose due to the roximity of the research.

1.5.3 Industrial Scope:

this implies specification of industry which global comm. Company is belong to the communication industry under which they are specified them make their product to be awareness to various customer

1.5.4 Time Scope:

This is the period of time used in the completion of this research work was within five months this was so because reliable and objective data have to be collected.

1.6 Limitation and Constraints to the Study

As it is, one can’t walk with out the head staking. In period used for this project there were some difficulties encountered, which are as follow.

  1. Financial constraints: financial barrier stand as limitation to this study as a lot of money required in administering questionnaires in gathering relevant data.
  2. Time constraints: period of this study is very short because, it was based on schedule, as the available time has to shared among other activities such as lecturer e.t.c
  3. Language constraints: there were differences in language (researcher) and the respondent under standing. These will showdown the peace of the study.
  4. Despite all the above bottleneces, it is the researcher that the study will achieve its aims and objective

Chapter Five

Summary, Conclusion and Recommendation

5.1 Summary of the Study

Summary of report:- It was established fact that the use of outdoor advertising in vorious aspect of promoting and (creating awareness for the company goods and services (i.e Globacom Nigeria Limited) and other services industry has increased effectively and efficiently in achieving specific objectives.

This project i.e outdoor achieving as a marketing strategy in a telecommunication industry in Nigeria (A case study of Globacom) was analyzed critically so as to identify the benefit limitation, types and the advertising, outdoor advertising media owners and the government authorities as they are related in outdoor advertising pratice in Nigeria.

It also went futher to identify, the problem areas which pointed to all the practitioners demerit in outdoor advertising as well as it is ineffectiveness.

5.2 Conclusion

The beging of this decade saw the increasing of outdoor medium of advertising in the entires advertising industry currently it has increases its relevancy in the Globacom Nigerai Limited by shifting from its higher supportive medium in most serious camnpaing planning to being a primary medium and media daimod that it promoting adviser and advantages over the other media of advertising such prime position of outdoor in mindst of the media colleagues is indeed a plus for an outdoor advertising practitional and aid, the choosen company i.e Globacom Nigeria Limited.

The outdoor advertising partitional responsibility are however that they must year up and pick all the challeges of the practice with the determination to give the profession the best of the attention to make it most effective advertising medium in Nigeria. This is quit possible for it there are wills there are always and if eventually they could do all these than it is assured it as away to reach its target market (i.e Globacom Nigeria Limited) will keep smiling to their back with time.

To the advertiser and advertising agencies since it has become sytal clean now that any serious advertising media planning in Nigeria must take congnisance of outdoor, the time has comes to ponder on the popular it require form their ends.

The advertising and advertising agencies and media owners need to jointly regevente them commitment toward developing a very affective outdoor advertising practice especially to some industries in Nigeria (Example Globacom Nigeria Limited)

5.3 Recommendation

The main purpose of this project is to find out reason way outdoor adveretising is not effective as it should be, lets look at these possible solution having taking the trouble to identify problem area and further in to the field in rsearcher’s efforts, it has field some useful recommendation working or a bright future for out door advertising practise in Nigeria.

Possible solution have been recommended to the advertiser and the outdoor advertising practice

Recommendation to the advertisers toward the effective outdoor advertising practice in Nigeia. All advertiser must in co-operate the important responsibility of giving detail briefing of the various intending outdoor advertising campaign to all the relevant parties that must know about them, the advertising agency media owners. This effort will provide the basic background and direct the focus of the promotion effort in (Globacom) if such is always properly done, it is hopeful that such campaign will take of an bright ground toward effective result or the effort.
Outdoor advertising must be part of decision making team or the choice of the outdoor advertising to execute a contracting site location selection and even sice and spreads of the bill boards, for their various (i.e Globacom Nigeria Limited)also will keep being coasted in the minds of the parties

To alleviate the low qualities of materials for one productions, practioners must conduct research to discover the most suitable materials to stand the text of the country’s weather and persuade the government to assist on how the right type of materials would be available on their importance.

Recommendation to the outdoor advertising practitioner towards effective outdoor advertising practice in Nigeria.
OAAN (Outdoor Advertising Association of Nigeria) should be more dynamic and be prove on its power to handle outdoor advertising practice in all aspects ramification in the country related association like APPN and ADAN
This more will contralise the administration and control of outdoor advertising practice in the country and professional would be enhancing along with effective outdoor advertising.

Viewing the impact of the inflationary trend in the contrary on the cost of materials, rather than compromising standard of outdoor advertising productions. OAAN should champing continuous mutual relationship within other contoured association like AAPN and ADUAN keep reviewing rental rates at considerable project marginal levels.

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