SPONSORS’ USE AND ATTITUDE TO BILLBOARD ADVERTISING AMONG SELECTED ORGANISATIONS IN NIGERIA

This study, Sponsors' use and attitude to billboard advertising among selected organisations in Nigeria was embarked upon to investigate why the use of billboards by different sponsors in this digital era and social media age is still adequately in use and a probe to identify the uniqueness and reach that compels the choice for billboards as against other available marketing communication channels. The main objective of this study was to examine the factors that inform sponsors use of billboards advertising, as well as to determine the amount to which sponsors use billboard advertising despite the availability of the new and traditional media in Nigeria. The study used data collected through primary and secondary sources. The primary source was mainly from questionnaires and interviews. The questionnaires were distributed to five selected companies in Nigeria and the interview was conducted on selected managers in the same organisations with two respondents each except Glo and Orange Drugs were only one respondent was gotten. The secondary source was from the internet and the organisations. The data was collected, analysed and interpreted using charts for brevity and ease of understanding. Data from the questionnaire and interview were used to answer the research questions which led to the following findings; On the factors that motivate sponsors to use and maintain billboard for advertising in the era of new media in Nigeria, the research found that the ability of billboards to reach a mass audience, and its unique ability to remind consumers of a particular messaging thereby creating high awareness are some of the factors. Also, businesses use billboards to create local presence for consumers who do not have access to the internet and also to create more brand visibility for the target audience in that specific geographic location. On the extent to which sponsors use billboard advertising compare to other advertising on new and traditional media in Nigeria, research found that the use of Billboard has not been replaced by the advent of new media, instead both platforms work hand in hand in some cases. It is widely used to a very large extent, as it still plays a pivotal role in advertising in Nigeria. On the effects of billboard advertising on selected sponsors ’ businesses in Nigeria, research found that billboards have also helped in increasing the sales and profits for organization via its reach to multiple targeted consumers. It helps drive trial and brand loyalty in the long run.