INFLUENCE OF OUTDOOR ADVERTISING ON THE CONSUMERS IN LAGOS

ABSTRACT

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 payoffs. 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. Survey research method was used while the data collection instrument is the questionnaire. 200 copies of questionnaires were administered to the respondents who were drawn within Ikeja City Mall using purposive sampling method and out of 200 copies of questionnaires administered, 192 copies were retrieved for analysis. The data were analyzed and interpreted using 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 the 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 environmentally friendly are the keys to enhance outdoor advertisement.

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