Project Abstract

Outdoor advertising is a prominent form of marketing communication that has a significant impact on consumers. This research project aims to explore the influence of outdoor advertising on consumer behavior and decision-making processes. The study will investigate how various factors such as message content, design, placement, and context of outdoor advertisements contribute to shaping consumers' perceptions and attitudes towards the advertised products or services. The research will utilize a mixed-method approach, combining quantitative surveys and qualitative interviews to gather data from a diverse sample of consumers. The quantitative surveys will assess consumers' awareness, recall, and perception of outdoor advertisements, while the qualitative interviews will delve deeper into consumers' cognitive and emotional responses to outdoor advertising stimuli. One of the key objectives of this study is to examine the effectiveness of outdoor advertising in creating brand awareness and influencing purchase intentions. By analyzing the impact of outdoor advertisements on consumers' brand knowledge, attitudes, and purchase behavior, this research will provide valuable insights for marketers and advertisers seeking to optimize their outdoor advertising strategies. Furthermore, the study will explore the role of contextual factors in influencing consumers' responses to outdoor advertising. By examining how environmental factors such as location, weather, and time of day affect consumers' engagement with outdoor advertisements, this research will offer practical recommendations for designing more effective outdoor advertising campaigns. Another important aspect of this research is to investigate the ethical implications of outdoor advertising practices. By exploring consumers' perceptions of ethical issues related to outdoor advertising, such as truthfulness, transparency, and social responsibility, this study will contribute to the ongoing debate on the ethical boundaries of advertising in public spaces. Overall, this research project seeks to advance our understanding of the impact of outdoor advertising on consumer behavior and decision-making processes. By identifying the key determinants of effective outdoor advertising and examining the ethical considerations associated with this form of marketing communication, this study will provide valuable insights for both academics and practitioners in the field of advertising and marketing.

Project Overview

Outdoor advertising messages are difficult to avoid because it is placed strategically and use special appealing techniques especially a digital billboard that slides products which reduce boredom while it also used to reinforce the recall of brand names and pay offs. The research examines the influence of outdoor advertising on its publics with a case study of Ikeja City Mall in Lagos state. The research is anchored on three theories: Uses and Gratification Theory, Psychodynamic theory and perception theory. U and G theory stated that audience is considered active and not passive in determining the effect that the media messages have on them, Psychodynamic theory holds that for a persuasive message to be effective or considered effective, it must succeed in altering the psychological functioning of the recipient(s) in such a way that he or she will respond overtly to the model of behaviour suggested by the communicator while perception theory dwelled on the fact that people perceived messages differently. The research design for this study is quantitative with the use of cross sectional survey method while the data collection instrument is questionnaire. 200 copies of questionnaires were administered to the respondents who were drawn within Ikeja City Mall using non-probability sampling technique particularly purposive sampling method and out of 200 copies of questionnaires administered, 192 copies were retrieved for analysis. The data were analysed and interpreted using descriptive statistics (frequency and percentage method). Findings show that matured men and women dominated the number of people who visited Ikeja City Mall while minors visit the place in accompany of their parents or elders because majority of the visitors at the Ikeja City Mall are between the age of 16-40 years and above. It is evident that visitors to Ikeja City Mall were being exposed to lots of outdoor advertisement ranging from billboard, poster, transits media etc. Also, large numbers of respondents were influenced by outdoor advertisement within the ICM. It is recommended that conscious use of colour, graphics, models and strategically placement of advertisement in such a way that will be environmental friendly are the keys to enhance outdoor advertisement.