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AN ANALYSIS OF ERRORS ON BILLBOARDS USING PORT HARCOURT METROPOLIS AS CASE STUDY
The study examined an analysis of errors on billboards using port Harcourt metropolis as case study. population is made up of all the beverages companies in Port Harcourt that uses billboard advertisement. Simple random sampling techniques were used to select 50 respondents out of the population. The instrument used for data collection was questionnaire. The instrument was validated by two experts in evaluation and Test. Data from 50 completed questionnaire forms were subjected to chi-square analysis. the study concluded that there is significant effect of the types of errors like error in design, text, font, spelling, pictorial elements in the writings of the billboards. The errors also affects the intended communication and as such in returned affects the profit margin of the company. Recommendations were that management should endeavor to develop more effective error free advertising campaign that attracts consumer’s attention and capture their interest. At this stage the company’s advertising messages should both be persuasive and reminder-oriented. The messages must be strong and appealing enough to persuade and build brand preferences, encourage switching to the company’s brand by changing the perception of the consumers of rival brands the product and services. Comparative advertising, a variant of persuasive advertising, could be useful in this regard as it seeks to establish the superiority of one brand through specific comparison with one or more other brands in their product and service class.
1.1 BACKGROUND OF STUDY
Advertising is pervasive in all societies due to the duplication of goods, ideas and services, by different companies, industries establishments or individuals, especially in this era of technological advancement. Messages on the availability and desirability of these products and services are communicated to the consumers through advertisements. Advertising, therefore, thrives when abundance begets competition. It is “the blood of an organization” or “a push that makes things happen” (Jefkin, (2003) and Norrish, (3005). It is the heartbeat of most successful businesses. Consequent upon this, most big multinational companies like Coca Cola, Amstel Malta, Apple, have invested huge sums of money in advertising to maintain their brand names and remain on top for several years. Other companies or industries that produce similar goods are not necessarily producing substandard goods, but simply have not spent the kind of money and time required to promote their own brand names.
Advertising is a specialized form of communication, the language in which it is transmitted notwithstanding. The major language of advertising in Nigeria is the English language. It is the second and official language of Nigeria used in journalism, sports commentaries, education, administration and others. In addition to this, Nigerian Pidgin, vernaculars, and other foreign languages like French, Chinese, German, and Arabic are used to transmit advertising messages to specialized audience.
1.2 STATEMENT OF PROBLEMS
Billboard advertisements represent a company’s branding. It is the reflection of the company’s ideologies and social responsibilities toward society. These advertisements may be a marketing strategy, but the companies cannot deny that they influence the society through these advertisements. These advertisements also represent our culture to the tourists who come to visit Bangladesh on vacation. Therefore, it is essential that the billboard advertisements represent the true culture of the country.
1.3 OBJECTIVE OF STUDY
2 To examine the types of errors in the writings of the billboards?
3 To examine the errors affecting the intended communication?
4 To examine if the errors have negative impact on the development of the language?
4.1 RESEARCH QUESTION
1. What are the types of errors in the writings of the billboards?
2. To what extent the errors affect the intended communication?
3. Do the errors have negative impact on the development of the language?
1.5 SIGNIFICANT OF STUDY
Therefore, as long as the company considers it necessary to advertise its goods and services, there is every need to seek higher efficiency and effectiveness in promotion of business. The outcomes of the study will bring to consciousness of the management how errors in billboard advertising affects the image of company and it effect on the organizational profit margin
1.6 SCOPE OF STUDY
The scope of the study was delimited to analysis of errors in billboards in port Harcourt city of rivers state of Nigeria.
1.7 ORGANIZATION OF STUDY
Chapter one which is the introduction of the project work, contains among other items, the statement of the problem, the objective of the study, the research questions and the significance of the study. Chapter two which is the review of related literature, reflects the current views of some writer on the topic and variable upon which the study is based. Chapter three, which is the research design and methodology, highlights the research methodology used including the design of the study and the data analysis technique. Chapter four deals on data presentation and analysis. The project ends in chapter five with findings, conclusions and recommendations.
1.8 DEFINITION OF TERMS
Marketing: According to (AMA, 2000): marketing is defined as a process of planning and executing the conception, pricing, promotion and distributions of ideas, goods and services to create exchange that satisfy individual and organizational goals.
Advertising: Advertising is the practice of attracting the attention of prospective customers to the benefit of goods and services and incentive for them to buy. Advertising is defined as any form of displayed non-personal presentation of ideas, goods and services by an identified sponsor.
Effectiveness: The ability to cause a desired result in goods and services in business.
Service: It is a product of human activity meant to satisfy a human need but not constituting an item of goods