The Role of Public Transport Advertising in Creating Brand Awareness in Bida LGA, Niger State
- Project Research
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- Table of Content: Available
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Chapter One: Introduction
1.1 Background of the Study
Public transport advertising has emerged as a key tool for promoting brand awareness, particularly in urban and peri-urban areas. In Bida LGA, Niger State, the use of buses, taxis, and other forms of public transport for advertising offers businesses a unique opportunity to reach a broad and diverse audience. According to a study by Olayemi and Bello (2023), public transport advertising is an effective medium for reaching consumers during their daily commutes, thus providing continuous exposure to brands. This form of advertising allows businesses to engage with local populations, including those who may not have regular access to digital media. This study explores the role of public transport advertising in creating brand awareness in Bida LGA, focusing on how this form of advertising impacts consumer recognition and recall of brands.
1.2 Statement of the Problem
While public transport advertising has been used widely in urban centers, its effectiveness in rural and semi-urban areas like Bida LGA remains under-researched. Although businesses in Bida LGA use public transport advertising to promote their brands, there is little empirical evidence on how well it creates brand awareness among the local population. This study aims to investigate the role of public transport advertising in shaping consumer perceptions and enhancing brand visibility in Bida LGA.
1.3 Objectives of the Study
1. To assess the effectiveness of public transport advertising in creating brand awareness in Bida LGA.
2. To evaluate how public transport advertising influences consumer recognition and recall of brands in Bida LGA.
3. To examine the factors that determine the success of public transport advertising in Bida LGA.
1.4 Research Questions
1. How effective is public transport advertising in creating brand awareness in Bida LGA?
2. How does public transport advertising influence consumer recognition and recall of brands in Bida LGA?
3. What factors contribute to the success of public transport advertising in Bida LGA?
1.5 Research Hypothesis
1. Public transport advertising significantly contributes to brand awareness in Bida LGA.
2. Public transport advertising increases consumer recognition and recall of brands in Bida LGA.
3. Factors such as frequency of exposure and message clarity enhance the effectiveness of public transport advertising in Bida LGA.
1.6 Significance of the Study
This study is significant because it will provide insights into the effectiveness of public transport advertising in creating brand awareness in rural and semi-urban areas. The findings will be valuable for businesses, advertisers, and policymakers who aim to optimize advertising strategies in Bida LGA and similar regions.
1.7 Scope and Limitations of the Study
The study focuses on public transport advertising in Bida LGA, Niger State, and does not extend to other forms of advertising or other regions.
1.8 Operational Definition of Terms
1. Public Transport Advertising: The use of vehicles such as buses, taxis, and tricycles to display advertisements that promote products, services, or brands.
2. Brand Awareness: The extent to which consumers can recognize or recall a brand.
3. Consumer Recognition and Recall: The ability of consumers to identify and remember a brand after exposure to advertising.
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