INFLUENCE OF BILLBOARD ADVERTISING OF STUDENTS ELECTIONEERING CAMPAIGN IN FIDEI POLYTECHNIC GBOKO

INFLUENCE OF BILLBOARD ADVERTISING OF STUDENTS ELECTIONEERING CAMPAIGN IN FIDEI POLYTECHNIC GBOKO

ABSTRACT

          The aim of this research work is to find out the influence of Billboard advertising. In particular, the study sought to ascertain the extent that the electoratee in Fidei poly exposed to political advertising; which billboard was the electorate most exposed to in political advertising as well as the extent that billboard advertising influenced the voting decisions of the electorate.

To achieve this, the study used the survey method with the questionnaire as research instrument.

In this work I started the research problems, set the objective and significance of the study, communicated the research questionnaire, reviewed some relevant literature, defined some terms, and hypothesis.  In the work, the whole of the given tested hypothesis was empirically supported.

From the finding, it was observed that: Billboard advertising is more likely to convey the advertising messages to the target audience than other form of advertising. Billboard advertising appeals more to advertisement than other forms of advertising and position the advertiser quicker in people’s mind than any other media. Billboard generally influences the target’s decision.

After analyzing these findings and drawing conclusion, the researcher made some recommendations.

CHAPTER ONE

1.0     Introduction

Advertising has grown popular as a tool of academic inquiry, a field of professional practice and an index of modern business and politics.  It has come to assume the center of modern marketing and it is one of the major forms of promotion on campaign.  Billboard advertising has assumed a wider and prominent position on political campaign in recent times in Nigeria.  Despite electronic media, billboard advertising got campaign and election on the increase.

This new discovery on campaign has not only given rise to advertising agencies, that specialized only in billboards advertising, but also a strong association of billboard advertising agencies in Nigeria which is recognized by advertisers as a subsidiary of the Advertising Practitioner Council of Nigeria (APCON).  But as has been articulated by Adeyemi (1969), the constitutional provisions on freedom of expression can be said to amount only to an ordered freedom of which cannot be used as a license to spread communication that debased public morality.  However, many of these ethical principles have in the course of time grown to become statutory regulation codified laws.  Decree 55 of 1988 among other provisions provides that APCON show regular and control the practice of advertising in all its aspects and ramifications.  It is in this immense and wide power conferred on it, that APCON developed a code of ethics to guide and regulate the practice of advertising in Nigeria.

INFLUENCE OF BILLBOARD ADVERTISING OF STUDENTS ELECTIONEERING CAMPAIGN IN FIDEI POLYTECHNIC GBOKO