CHAPTER ONE

INTRODUCTION

1. BACKGROUND OF THE STUDY

In view of the increase rate of advertising median it has become imperative for advertising spenders to always seek for the justification for the additional cost of advertising their product or services.

This also puts the task of providing the justification for the continuous media rate increase on the media owners, so outdoor advertising practitioners being one of those at the center of these owners that must be justify in this sense how effective it’s medium.

Convincing answers to such a requirement determine the level of patronage a medium of advertising command for the advertisers.

Advertisers have substantially increased their spending no outdoor advertising media over media over the last decade outdoor advertising provides an excellent way to reach important local consumer segments.

1. STATEMENT OF PROBLEM JOF THE STUDY

In the process of my findings there was a certain question which confronted this study but its yet to be answered our know to the study. Outdoor advertising in Nigeria servers as a popular means of informing or educating and even creating awareness to the public about goods and services, which has been in existence for almost centurion’s years.

          Despite all these the study is yet to identify the reasons why outdoor advertising in Nigerian is yet to attain the internation standard? Hence I have decided to go into researching the reasons, why the short coming exist. If at all I find out and I hope that the findings would not only confirm existing fears but also unearth other facts millitfating against achieving effective but outdoor adervertising in Nigeria.

1.3    AIMS AND OBJECTIVE OF THE STUDY.

Outdoor advertising is important as it is to advertising and marketing profession and also the nation company has been commendable in its performance.

          This write up is to establish the importance of outdoor advertising as it concerns the marketing outfit vis-visa the 0countribution of the four major parties involved in the briefing, planning, execution and monitoring or outdoor advertising and  effectiveness in relation to marketing in Nigeria.

          The aims and objective is to identify how the parties involved can help outdoor advertising to be more significant in the marketing industries.

1.4    SIGNIFICANT OF THE STUDY

This write-up tells the contribution of the four major parties involved in the briefing; planning, execution and monitoring of outdoor advertising and its effectiveness in relation to marketing in Nigeria which tends to educate the public and all individual willing to engage in outdoor advertising practice.

          The study also serves as a powerful reminder and supporting means to any serious advertising campaign.

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