Effect of Billboard/Poster Advertising on Consumer Patronage of Home Video in Awka Metropolis, Anambra State

Abstract

This study examined the effects of Billboard/Poster advertising and consumer patronage of home videos in Awka. The study focused on determining the effects of the dimensions of location, content, size and model of Billboard/Poster advertising on consumer patronage of home-videos in Awka. In order to achieve this objective, a descriptive research design was adopted with survey as a method for collecting primary data. The population of the study comprises students of Nnamdi Azikiwe University, Awka Campus. Accordingly, sample size of 395 respondents was statistically determined as adequate from the population of 33,400 students using Taro Yamane’s formula. Stratified random sampling was adopted and research instrument was structured questionnaire. The reliability of the research instrument was tested using Factor analysis. Results were presented in tables and hypotheses were tested using Multiple Linear Regressions (MLR). The result of the study revealed that location and contents of billboards/posters have significant positive relationship on consumers’ patronage of home videos. It was also found out that sizes and models have positive effect but no significant relationship with consumer patronage of home-video. In conclusion billboards/poster remains effective tool of outdoor advertising.

Keywords: Billboard/Poster Advertising, Consumer Patronage, Home Videos, Advertising Media

DOI: 10.7176/EJBM/12-36-06

Publication date: December 31^st 2020