Evaluating the Effectiveness of Mobile Advertising in Promoting Events in Gombe Local Government Area, Gombe State
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Chapter One: Introduction
1.1 Background of the Study
Mobile advertising has emerged as a critical tool for promoting events in an era where digital transformation and the ubiquity of mobile devices are reshaping communication landscapes. With mobile phone penetration rates soaring, particularly in Nigeria, event organizers are increasingly leveraging mobile advertising to reach and engage their target audiences effectively (Ogunleye & Abubakar, 2023). Mobile advertising strategies, such as SMS campaigns, in-app promotions, social media advertisements, and geotargeting, provide an unparalleled ability to deliver personalized messages to users in real-time. In Gombe Local Government Area, Gombe State, the role of mobile advertising in event promotion is gaining traction as event organizers recognize its cost-effectiveness, reach, and ability to foster interactivity with potential attendees. However, while mobile advertising holds immense potential, challenges such as message fatigue, poor content design, and limited access to smartphones in rural areas may hinder its effectiveness.
This study seeks to explore how mobile advertising contributes to the promotion of events in Gombe LGA, assess its challenges, and recommend strategies for optimizing its use to maximize attendance and engagement.
1.2 Statement of the Problem
Despite the increasing adoption of mobile advertising in event promotion, its effectiveness in Gombe LGA remains underexplored. Issues such as inadequate targeting, poorly crafted content, and technological disparities among the audience can diminish the impact of mobile advertisements. Additionally, there is limited empirical data on the effectiveness of mobile advertising in the context of event promotion, which makes it challenging for event organizers to justify investments in this advertising medium. Addressing these gaps is essential to unlock the full potential of mobile advertising in driving event attendance and ensuring successful outcomes for event organizers. This study aims to evaluate the effectiveness of mobile advertising strategies in promoting events within Gombe LGA, with a focus on identifying strengths, weaknesses, and opportunities for improvement.
1.3 Objectives of the Study
1. To examine the effectiveness of mobile advertising in promoting events in Gombe LGA.
2. To identify the challenges limiting the success of mobile advertising in event promotion.
3. To propose strategies for enhancing the effectiveness of mobile advertising in event promotion in Gombe LGA.
1.4 Research Questions
1. How effective is mobile advertising in promoting events in Gombe LGA?
2. What challenges hinder the success of mobile advertising in event promotion?
3. What strategies can be employed to improve the effectiveness of mobile advertising in promoting events?
1.5 Research Hypothesis
1. H1: Mobile advertising significantly enhances the promotion of events in Gombe LGA.
2. H2: Challenges such as technological barriers and poor content design negatively affect the success of mobile advertising.
3. H3: Implementing targeted and interactive advertising strategies improves the effectiveness of mobile advertising.
1.6 Significance of the Study
This study provides valuable insights for event organizers, marketers, and advertisers seeking to optimize mobile advertising strategies in Gombe LGA. By evaluating the effectiveness of mobile advertising, the study highlights areas of improvement and offers practical recommendations for achieving better results. Furthermore, it contributes to the growing body of knowledge on digital marketing in Nigeria, serving as a resource for academics and practitioners interested in leveraging mobile technology for event promotion. The findings can also inform policymakers on the need to bridge digital divides and enhance mobile connectivity in rural areas to support inclusive marketing practices.
1.7 Scope and Limitations of the Study
This study focuses on evaluating the effectiveness of mobile advertising in promoting events within Gombe Local Government Area, Gombe State. The research does not extend to other forms of advertising or geographical regions outside Gombe LGA.
1.8 Operational Definition of Terms
1. Mobile Advertising: The use of mobile devices and platforms, such as SMS, social media, and apps, to deliver promotional messages to target audiences.
2. Event Promotion: Marketing activities aimed at attracting audiences to a specific event.
3. Effectiveness: The degree to which mobile advertising achieves its intended outcomes, such as increased attendance and audience engagement.
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