THE IMPACTS OF BILLBOARD ADVERTISING ON PRODUCT PROMOTION (CASE STUDY: NIGERIAN BOTTLING COMPANY)

TOPIC: THE IMPACTS OF BILLBOARD ADVERTISING ON PRODUCT PROMOTION (CASE STUDY: NIGERIAN BOTTLING COMPANY)

TOPIC IS SUITABLE FOR:
1-Department of Marketing
2-Department of Mass Communication
3-Department of Business Administration
This research material contains:
1-Chapter One to Five
2-Recent References/Citations
3-Tables in Chapter Four
4-Accurate Data Analysis
5-Table of Contents
6-Questionnaire

ABSTRACT 
This study was carried out to examine the impacts of billboard advertising on product promotion using Nigerian Bottling Company as a case study. The study was specifically carried out to examine the effect of billboard advertising on product awareness among consumers, determine the effect of billboard advertising on consumers’ purchase intention, examine the influence of billboard advertising on brand recall, and assess the contribution of billboard advertising to product sales promotion. The study employed the descriptive research design. Hence, the questionnaire was used for data collection, while the data collected were analyzed using frequency tables, mean scores and standard deviation. The hypotheses test was conducted using Simple Linear Regression statistical tool, SPSS v.23. A total population of 1,250 respondents comprising staff and customers of Nigerian Bottling Company was used for the study. A total of 303 respondents were selected as sample size using multi-stage sampling technique involving stratified and convenience sampling methods. However, 288 copies of questionnaire were validated and used for the final analysis. The participants consisted of both staff and customers of Nigerian Bottling Company. From the responses obtained and analyzed, the findings revealed that billboard advertising has a significant effect on product awareness among consumers at β = 0.682, R² = 0.465, P = .000. The study also showed that billboard advertising has a significant effect on consumers’ purchase intention at β = 0.654, R² = 0.428, P = .000. Likewise, the study further revealed that billboard advertising has a significant influence on brand recall among consumers at β = 0.671, R² = 0.450, P = .000. The study also revealed that billboard advertising has a significant contribution to product sales promotion at β = 0.689, R² = 0.475, P = .000. The study therefore recommends that organizations should invest more in billboard advertising, design creative billboard messages, strategically place billboards in high-traffic locations, and integrate billboard advertising with other promotional strategies to enhance product promotion and business performance.
Keywords: Billboard Advertising, Product Promotion, Product Awareness, Purchase Intention, Brand Recall.

CHAPTER ONE
INTRODUCTION (Preview)
1.1 Background of the Study
Communication is a pivotal element in the economic life and social interaction since organizations need to transmit information to trigger exchange relationships and maintain market presence. Competition, product differentiation and consumer choices are in high gear in modern markets, which forces companies to adopt effective communication techniques that are able to draw and hold customers. Justina et al. (2023) claimed that promotion and advertising are essential tools that companies use to make themselves known in the market and consolidate their commercial sustainability. Similarly, Abdulsalam et al. (2024) argued that the impact of marketing communication is undeniable on consumer responses and it affects purchasing tendencies. Thus, the increasing complexity of the consumer markets has transformed the role of promotional communication from a function of the business to an instrument for economic development and positioning. Kadiri (2024) states that the success of promotional activities often dictates the level of consumer receptivity to products and services in the ever-evolving marketplace.
As promotional communication becomes more important in the world, it has compelled organizations to use various advertising mediums to communicate to geographically dispersed audiences. Advertising is a medium designed to communicate persuasive information that is designed to change attitudes and elicit positive consumer responses. Mpuon et al. (2023) found that advertising plays a significant role in the performance of the market as it helps the firms to communicate the benefits of their products to their current and potential customers. Also, Oladejo and Aboderin (2025) reported that promotion influences consumer buying behavior, consumer awareness, and market presence. Out of this wide range of advertising techniques, outdoor advertising has become one of the most noticeable and lasting communication media. Bassey (2021) states that outdoor advertising is strategically positioned in public places, and the message is repeated to a mass audience, which enhances the chances of message exposure and recognition. This trend has thus made billboard advertising a major component of integrated marketing communication.
Billboard advertising is a specialized type of outdoor advertising that utilizes the visual, strategic placement and repeat exposure to impact consumer cognition and behavior. Billboards are considered to be one of the most effective mediums for communication due to their large size and eye-catching designs, which help in retaining the message and engaging the audience, according to Mishra and Sharma (2023). According to Madu and Nworie (2022), billboard messages are also capable of influencing the consumption pattern of products as they can create memorable association between the product and the consumers. Similarly, Okhai and Egwuonwu (2021) reported that out of home advertising plays a significant role in consumer buying behaviour as it makes consumers familiar with products. The persuasive power of billboards has also grown as more are digitized and utilize technology. According to Nze and Ayang (2025), the dynamic and attention-grabbing nature of electronic billboards has a significant impact on audience patronage, and Ali et al. (2024) reported that innovations in the design of billboard advertisements have enhanced message delivery and audience targeting.
As the importance of billboard advertising has increased, it has been especially relevant to the fast moving consumer goods industry where the constant exposure and ongoing interaction with consumers are vital to the success of any product. Adinlewa (2022) reiterated the fact that outdoor advertisement helps to expand the market in a meaningful way as it brings the advertised product or brand to the public. Nwankwo and Anyasor (2025) corroborated this evidence by stating that billboard advertising has a significant impact on the purchase decision of consumers as it helps in creating awareness and recall of the product. Wuraola et al. (2026) also claimed that billboard advertising is still a strong factor in influencing consumers' patronage in Nigeria due to its high visibility and reach. This observation is significant to Nigerian Bottling Company, Iddo Lagos, a leading beverage manufacturing organisation that functions in a competitive environment where the need for continuous promotion of its products is essential. The company heavily depends on its extensive advertising efforts to sustain product awareness, aid in brand recall, to drive purchase intention and to promote product sales among consumers in its target markets.

1.2 Statement of the Problem
The modern marketing landscape is marked by fierce competition, a proliferation of product options and a steady stream of consumer messages delivered through a variety of media channels. In such a situation, the companies spend huge on advertising programs and hope to improve product awareness, motivate consumers to buy the product, strengthen the brand recall and, ultimately, improve the sales performance. Mpuon et al., (2023) pointed out that advertising has a significant impact on the performance of the market and the consumers' responses to the products. Likewise, Justina et al. (2023) asserted that advertising and promotional activities play a vital role in sustaining the business and making it visible in the market. But the growing number of advertising messages has led to a growing cluttered communication environment where consumers are confronted with many and competing advertising messages, making it unclear how much billboard advertising actually contributes to its marketing goals.
The reason for this is because Billboard advertising is one of the most seen types of outdoor advertising due to the fact that they are placed in strategic areas and are seen repeatedly by consumers. The billboards have a significant persuasive power because they can grab attention and help to retain the message as per Mishra and Sharma (2023). Madu and Nworie (2022) further stated that billboard messages can shape consumers' consumption patterns through memorable association with the product and brand. Despite these claims, the current landscape demonstrates that consumers are more and more exposed to digital advertising, social media marketing and other integrated marketing communications. This evolving communication landscape begs a question about the level of product awareness, purchase intention and brand recall that billboard advertising still brings to the consciousness of the consumers in the current market situation in Nigeria.
In the fast moving goods sector, especially the beverage sector, where continuous patronage and market visibility are a must for competitive performance, the need for empirical investigation is more compelling. Nwankwo and Anyasor (2025) found that billboard advertising has an appreciable impact on consumer purchase decision and brand patronage. Similarly, Wuraola et al (2026) observed that billboard advertising is still a strong factor influencing consumers patronage in Nigeria. But, the evidence for the effectiveness of billboard advertising as a means of product promotion results in individual manufacturing organisations is still not well established. The Nigerian Bottling Company, Iddo, Lagos is in a competitive beverage market which calls for regular interaction and awareness with consumers. Thus, there is a need to empirically determine whether billboard advertising is effective in increasing product awareness among consumers, purchase intention, brand recall, and product sales promotion. This study is thus deemed necessary as the result of the study will be used to provide evidence on the effectiveness of billboard advertising as a means of product promotion and a foundation for advertising decision in the Nigerian beverage industry.
1.3 Objective of the Study
The purpose of this study is to examine the the impacts of billboard advertising on product promotion
specific objectives are:
1.Examine the effect of billboard advertising on product awareness among consumers 
2.Determine the effect of billboard advertising on consumers' purchase intention 
3.Examine the influence of billboard advertising on brand recall  
Assess the contribution of billboard advertising to product sales promotion
OTHER PARTS OF CHAPTER ONE INCLUDE:
1.4 Research Questions
1.5 Research Hypotheses
1.6 Significance of the Study
1.7 Scope of the Study
1.8 Operational Definition of Terms

CHAPTER TWO
REVIEW OF LITERATURE (Preview)
This chapter critically examines relevant literature that would assist in explaining the research problem and, furthermore, recognizes the efforts of scholars who had previously contributed immensely to similar research. The chapter intends to deepen the understanding of the study and close the perceived gaps. This chapter, therefore, focuses on the concept of billboard advertising, the concept of product promotion, types of billboard advertising, the impact of billboard advertising on product awareness, and the effectiveness of billboard advertising in promoting the products etc. The chapter is sub-grouped into the following major headings:
2.1 Conceptual Framework
2.2 Theoretical Framework
2.3 Empirical Review
2.4 Summary of Literature Review

CHAPTER THREE
METHODOLOGY  (Preview)
Presented below is a snapshot of key areas of the study methodology, the full and detail chapter three methodology is contained in the instant download document.

Research Design: The study adopted a descriptive research design.
Population of the Study: The population of the study comprises customers of Nigerian Bottling Company.
Sample Size Determination: The study adopted the Taro Yamane formula to determine a sample size of 303 participants.
Sampling Technique: The study employed a multi-stage sampling technique involving stratified and convenience sampling methods to select the individual respondents.
Research Instrument: The study utilized a structured questionnaire as the instrument for data collection.
Methods of Data Analysis: The collected data were analyzed using frequencies, percentages, means, and standard deviations to summarize and present the demographic characteristics of the respondents and their responses. Inferential statistics, such as Simple Linear Regression, were used to test the hypotheses.
Full outline for chapter three:
3.0 Introduction
3.1 Research Design
3.2 Population of the Study
3.3 Sample Size
3.4 Sampling Technique
3.5  Instrument for Data Collection
3.6 Validity of the Instrument
3.7 Reliability of the Instrument
3.8 Method Of Data Collection 
3.9 Method of Data Analysis
3.10 Ethical Consideration

CHAPTER FOUR; DATA PRESENTATION AND ANALYSIS
MAJOR FINDINGS (Preview)
The analysis results were presented in tables. Based on the results obtained from the analysis, the following findings are made: 

i. The study found that billboard advertising significantly affects product awareness among consumers, as evidenced by mean scores ranging from 3.32 to 3.44, which are above the acceptance benchmark of 3.00. The corresponding hypothesis test further showed a correlation coefficient (r) of 0.682, t-value of 15.755, and p-value of 0.000 (p < 0.05), leading to the rejection of the null hypothesis.

ii. The study found that billboard advertising significantly affects consumers’ purchase intention, as evidenced by mean scores ranging from 3.35 to 3.38, which are above the acceptance benchmark of 3.00. The corresponding hypothesis test further showed a correlation coefficient (r) of 0.654, t-value of 14.719, and p-value of 0.000 (p < 0.05), leading to the rejection of the null hypothesis.

iii. The study found that billboard advertising significantly influences brand recall among consumers, as evidenced by mean scores ranging from 3.35 to 3.40, which are above the acceptance benchmark of 3.00. The corresponding hypothesis test further showed a correlation coefficient (r) of 0.671, t-value of 15.265, and p-value of 0.000 (p < 0.05), leading to the rejection of the null hypothesis.

iv. The study found that billboard advertising significantly contributes to product sales promotion, as evidenced by mean scores ranging from 3.33 to 3.41, which are above the acceptance benchmark of 3.00. The corresponding hypothesis test further showed a correlation coefficient (r) of 0.689, t-value of 16.067, and p-value of 0.000 (p < 0.05), leading to the rejection of the null hypothesis.

CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS
This chapter covers the following outline:
5.1 Introduction
5.2 Summary
5.3 Conclusion
5.4 Limitations of the Study
5.5 Recommendations
5.6 Suggestions for Further Studies
Reference
Appendix

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