An assessment of the effectiveness of billboard advertising: A case study of MTN Nigeria in Kebbi State
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Background of the Study
Billboard advertising is a traditional yet impactful marketing medium used to create brand awareness and communicate messages to a wide audience. With strategic placement and compelling designs, billboards can influence consumer behavior and support brand recall (Okoro & Adekunle, 2023).
MTN Nigeria, a leading telecommunications provider, extensively uses billboard advertising to promote its products and services across Nigeria. In Kebbi State, where billboards are prominently located in urban and semi-urban areas, MTN leverages this medium to connect with diverse audiences, including rural communities.
While billboard advertising has its advantages, measuring its effectiveness remains challenging due to limited data on audience engagement and conversion rates. This study evaluates the impact of MTN’s billboard advertising on brand awareness and consumer behavior in Kebbi State.
Statement of the Problem
Despite significant investments in billboard advertising, MTN faces challenges in assessing its effectiveness in Kebbi State. Factors such as poor design, inadequate placement, and lack of clear messaging may reduce the impact of these campaigns, leading to suboptimal outcomes (Abdullahi & Usman, 2024).
This study examines the effectiveness of billboard advertising in promoting MTN’s products and services in Kebbi State, identifying strengths and areas for improvement.
Objectives of the Study
- To evaluate the effectiveness of billboard advertising for MTN Nigeria in Kebbi State.
- To identify challenges associated with MTN’s billboard campaigns.
- To recommend strategies for improving billboard advertising effectiveness.
Research Questions
- How effective is billboard advertising in promoting MTN’s products and services in Kebbi State?
- What challenges affect the success of MTN’s billboard campaigns?
- What strategies can improve the effectiveness of billboard advertising for MTN?
Research Hypotheses
- Billboard advertising significantly enhances brand awareness for MTN in Kebbi State.
- Poor design and placement reduce the effectiveness of billboard campaigns.
- Optimized billboard strategies improve consumer engagement and brand recall.
Scope and Limitations of the Study
This study focuses on the effectiveness of MTN’s billboard advertising in Kebbi State. It evaluates design, placement, and message clarity while excluding other advertising mediums like TV or digital platforms.
Definitions of Terms
- Billboard Advertising: The use of large-scale printed advertisements placed in high-traffic areas to promote products or services.
- Brand Awareness: The extent to which consumers recognize and recall a brand.
Consumer Behavior: The actions and decision-making processes of individuals regarding the purchase and use of products or services.
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