Impact of billboard advertising on product promotion – a study of audience perception of print media reporting the coronavirus pandemic in Nigeria – a content analysis of the Tide Newspaper

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Abstract

Impact of billboard advertising on product promotion – a study of audience perception of print media reporting the coronavirus pandemic in Nigeria – a content analysis of the Tide Newspaper. The study sought to assess the impact of billboard advertising on product promotion: A Case Study of audience perception of print media reporting the coronavirus pandemic in Nigeria A content analysis of the Tide Newspaper. In order to give perspective to the study, objectives and corresponding research questions were developed. Content Analysis design approach was adopted by the researcher. This researcher, therefore, collected secondary data, using published literature on the subject matter. The population of the study was 186 which comprised of a statutory staff of Tide Newspaper, Port Harcourt. Data collected through the published literature were analyzed. Findings showed how billboard advertising is effective on product promotion, the extent billboards advertisements are effective as compared to other forms of advertisements on product promotion the extent billboard advertising contribute to the awareness of coronavirus pandemic in Nigeria the extent audience perception have over billboard on coronavirus reporting and Tide Newspaper on Reportage of Coronavirus Pandemic. The study concluded that billboard advertising is one of the most important tools for product promotion. It is most suited for intensive awareness of Covid-19 pandemic infections. The study recommended that APCON should monitor and control advertisers that use billboards in order for them to follow all the advertising laws and ethics