TABLE OF CONTENTS
ABSTRACT. ii
TABLE OF CONTENTS……………………………………………………….iii
CHAPTER ONE
INTRODUCTION
1.1 Background to the Study. 1
1.2 Statement of the Problem.. 3
1.3 Objectives of the Study. 4
1.4 Research Questions. 5
1.5 Research Hypothesis. 5
1.6 Significance of the Study. 5
1.7 Scope of the Study. 6
1.8 Limitations of the Study. 6
1.9 Organization of the Study. 7
CHAPTER TWO
REVIEW OF RELATED LITERATURE
2.1 Introduction. 8
2.2 Theoretical Review.. 8
2.2.1 Brand Visibility and Recognition Theory. 8
2.2.2 Targeted Audience Engagement Theory. 9
2.2.3 Complementary Omnichannel Strategy Theory. 9
2.2.4 Influence on Purchase Decisions Theory. 9
2.3.1 Overview.. 10
2.3.2 The Evolution of Outdoor Advertising. 11
2.3.3 The Power of Visibility and Brand. 11
2.3.4 Driving Customer Engagement and Conversion. 11
2.3.5 Enhancing Brand Perception and Trust 12
2.3.6 Maximizing Reach and Frequency. 12
2.3.7 Measuring Effectiveness and ROI 12
2.3.8 Navigating Regulatory and Ethical Considerations. 13
2.3.9 Harnessing Creativity and Innovation. 13
2.3.10 Collaborating with Strategic Partnerships. 14
2.4 Empirical Review.. 14
2.5 Summary of Literature Review.. 16
CHAPTER THREE
RESEARCH METHODOLOGY
3.1 Introduction. 17
3.2 Research Design. 17
3.3 Population of the Study. 18
3.4 Sample Size and Sampling Technique. 18
3.5 Data Collection Methods. 18
3.6 Research Instrumentation. 19
3.7 Method of Data Analysis. 19
3.7 Ethical Considerations. 20
CHAPTER FOUR
DATA PRESENTATION, ANALYSIS AND INTERPRETATION
4.1 Introduction. 21
4.2 Data Analysis. 21
4.3 Tables based on research questions. 26
4.4 Testing Hypothesis. 36
4.5 Discussion of Findings. 38
CHAPTER FIVE
SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS
5.1 Summary of Findings. 40
5.2 Conclusion. 41
5.3 Recommendations. 41
REFERENCES. 44
APPENDICES. 48
Appendix I: Research Questionnaire. 48
CHAPTER ONE
INTRODUCTION
1.1 Background to the Study
Outdoor advertising, commonly known as out-of-home advertising, is one of the oldest mass communication strategies that people have ever employed (Lichtenthal et al., 2006). Outdoor advertising is still significant and successful today, despite the fact that online advertising platforms have altered traditional methods of advertising (Qader et al., 2022; Milano et al., 2021). Its enduring significance stems from its ability to engage a wide audience simultaneously (Iveson, 2012).
Some research reports show that outdoor advertising media’s share in advertising media has increased year by year, and it rapidly becomes another important advertising media after TV and newspaper, whose proportion is very close to the distribution ratio of newspaper media. People spend most of their time outdoors, which provides a broad market and potential for the
development of outdoor media, giving outdoor media incomparable advantages over other media.
Outdoor media, like other mode of media, attach great importance to the innovation and breakthroughs, with particular emphasis on the technology and innovation of the media. Most cities have installed static spotlight advertisements, electronic screens and neon lights for rolling advertisements. These new media promote a wide variety of goods and services to people while making sky of the urban night gorgeous and colorful. Nowadays, outdoor advertising new media has been installed in shopping malls, parking lots and even elevators of commercial and residential high-rises. The use of multimedia functions has continuously accelerated the spread of advertising (Li, 2019).
In order to reach a variety of audiences and accomplish a range of promotional goals, many companies still use outdoor advertising in conjunction with digital campaigns as part of their marketing strategies. In Nigeria, the full deregulation of the telecommunication industry paved the way for private sector participation in providing mobile telecommunication services to citizens. This development resulted in the licensing of Global System for Mobile (GSM) communication operators in 2001.
The rapid growth in subscribers within the telecommunication industry has intensified competition among telecom operators (Hashim, 2014). As noted by Adeleke and Aminu (2012), the GSM revolution in Nigeria began in August 2001 when mobile telecom operators such as Econet (now Airtel), Mtel, and MTN were licensed by the Nigerian Communications Commission (NCC) to provide telecommunication services. Afterwards on, additional service providers like Etisalat and Globacom joined the market. These providers' activities have had a major impact on the state of information and communication technology in Nigeria. Competition in the nation's mobile telecommunications sector has increased due to the exponential growth in GSM customer bases.
It is impossible to overestimate the importance of successful marketing strategies in the dynamic telecommunications sector, where competition is intense and innovation is constant. It is based on this background that this study seeks to investigate the role of outdoor advertising in achieving marketing growth in the telecommunication industry.
1.2 Statement of the Problem
According to Oluwafemi and Adebiyi (2018), the Nigerian telecommunication market is both deregulated and liberalized, resulting in a highly competitive environment. To maintain a strong position among subscribers, firms must offer sophisticated products and services. Additionally, it is crucial not only to provide these products and services but also to ensure that information about them is effectively communicated to consumers. The failure to address these critical aspects could result in a loss of market share and customer loyalty, underscoring the need for a strategic approach to product development and marketing communication in Nigeria’s telecommunication industry.Top of Form
Despite the significant investment in outdoor advertising, the extent to which it contributes to achieving marketing growth remains unclear. Questions arise as to whether outdoor advertising effectively captures the attention of diverse demographics, drives customer engagement, and differentiates brands in a crowded marketplace. This study, therefore, seeks to examine the role of outdoor advertising in achieving marketing growth in the Nigerian telecommunication industry, with a focus on MTN.
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1.3 Objectives of the Study
The main objective of the study is to examine the role of outdoor advertising in achieving marketing growth in the telecommunication industry. Specific objectives of the study are:
- To assess brand awareness
- To evaluate campaign effectiveness for specific demographics
- To compare the influence of outdoor advertising with other marketing channels
1.4 Research Questions
To guide the study and achieve the objectives of the study, the following research questions were formulated:
- Does there exist a correlation between exposure to outdoor advertising for telecommunication services and brand recall among potential customers?
- To what extent do strategically placed outdoor advertisements influence customer decision-making when choosing a new telecommunication provider?
- Is the effectiveness of outdoor advertising campaigns for telecommunication companies measurable through website traffic spikes or store visits triggered by these campaigns?
1.5 Research Hypothesis
The following research hypothesis was developed and tested for the study:
Ho: There is no significant relationship between outdoor advertising and marketing growth in the telecommunication industry.
1.6 Significance of the Study
The study is important for many reasons. The following are the major stakeholders this paper through its practical and theoretical implications and findings will be of great significance:
Firstly, the paper will benefit major stakeholders and policy makers in the Marketing sector. The various analysis, findings and discussions outlined in this paper will serve as a guide in enabling major positive changes in the industry and sub-sectors.
Secondly, the paper is also beneficial to the organizations used for the research. Since first hand data was gotten and analyzed from the organization, they stand a chance to benefit directly from the findings of the study in respect to their various organizations. These findings will fast track growth and enable productivity in the organizations used as a case study.
Finally, the paper will serve as a guide to other researchers willing to research further into the subject matter. Through the conclusions, limitations and gaps identified in the subject matter, other student and independent researchers can have a well laid foundation to conduct further studies.
1.7 Scope of the Study
The study is delimited to MTN. Findings and recommendations from the study reflects the views and opinions of respondents sampled in the area. It may not reflect the entire picture in the population.
1.8 Limitations of the Study
The major limitations of the research study are time, financial constraints and delays from respondents. The researcher had difficulties combining lectures with field work. Financial constraints in form of getting adequate funds and sponsors to print questionnaires, hold Focus group discussions and logistics was recorded. Finally, respondents were a bit reluctant in filling questionnaires and submitting them on time. This delayed the project work a bit.
1.9 Organization of the Study
The study is made up of five (5) Chapters. Chapter one of the study gives a general introduction to the subject matter, background to the problem as well as a detailed problem statement of the research. This chapter also sets the objectives of the paper in motion detailing out the significance and scope of the paper.
Chapter Two of the paper entails the review of related literature with regards to corporate governance and integrated reporting. This chapter outlines the conceptual reviews, theoretical reviews and empirical reviews of the study.
Chapter Three centers on the methodologies applied in the study. A more detailed explanation of the research design, population of the study, sample size and technique, data collection method and analysis is discussed in this chapter.
Chapter Four highlights data analysis and interpretation giving the readers a thorough room for the discussion of the practical and theoretical implications of data analyzed in the study.
Chapter Five outlines the findings, conclusions and recommendations of the study. Based on objectives set out, the researcher concludes the paper by answering all research questions set out in the study.
