Keyword : Influence, billboard advertisements, awareness, insecurity issues, Edo state residents.
Author(s) : Blessed Frederick Ngonso, PhD?; Peter Eshioke Egielewa, PhD?; Betcher Osaguona Ekhosuhun, Esq.? & Ekwe Okwudiri, PhD
Abstract :
Billboard advertising is one of the oldest and traditional forms of advertising. The unique features of billboard advertisements are that they reach a wide variety of consumers. Billboard advertisements can be used to advertise products and services. This study seeks to investigate the influence of billboard advertisements on Edo residents’ awareness of insecurity issues in Nigeria. This study is concerned with the static billboards placed at geographical locations in Edo State and only those who stay in Edo State for about four months and above were the respondents who took part in the research. The study focuses on the audience exposure to billboard advertisements on insecurity in Edo State. The choice of this issue amongst several societal issues was occasioned by the alarming high rate of insecurity in Edo State. The study population stood at 4,777,000. Edo State is politically divided into three senatorial districts; Edo South, Edo Central and Edo North and by tribes are the Benin, the Esan and the Afemai respectively. The sample size of this study stood at 111. This sample is not too large but we agreed that it is fair and the findings obtained from this sample can be generalized. An online questionnaire (Google Form) was shared across Edo State to ensure that the questionnaire gets to people across the three senatorial districts of the state. The findings showed that 28(25.2%) respondents have been exposed to billboard advertisements on insecurity matters in Edo State, while 64(57.7%) respondents said that they have not seen billboards advertisements on insecurity in Edo State and 22(19.8%) respondents declined comment. The data showed that 44(39.6%) respondents rated their awareness of insecurity issues in Edo through billboard advertisements very low and 12(10.8%) respondents rated their awareness low, while 27(24.3%) respondents’ rated somewhat low. the data showed that 25(22.5%) of the respondents said that their exposure to billboard advertisements on insecurity has helped increased their security consciousness while 21(18.9%) respondents said that their exposure to billboard advertisements has helped them to take some kinds of security precaution and 11(9.9%) respondents’ said that their exposure to insecurity information on billboards advertisements have impacted them negatively because they rarely could travel within Edo State. The implication here is that billboard advertisements on insecurity has both positive and negative implications. Since many respondents said that, they were not exposed to billboards advertisements on insecurity and that it has no influence on them, there is a significant relationship between audience exposure to billboards (media) advertisements (contents) and impacts. We therefore recommends that, more billboards advertisements on insecurity should be mounted on strategic locations across Edo State. We also recommend that the language should not be such that will heighten fear but rather creates awareness and direct residents on what to do in event of security treats.
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