Thesis Abstract

Outdoor advertising plays a significant role in influencing consumer behavior and preferences. This research project aims to explore the impact of outdoor advertising on consumers by examining various factors such as visual appeal, message clarity, and placement. The study will utilize a mixed-methods approach, incorporating both quantitative and qualitative data collection methods. Through surveys and interviews, the researchers will gather information on how outdoor advertising influences consumer perceptions, attitudes, and purchasing decisions. Statistical analysis will be used to identify any correlations between outdoor advertising elements and consumer responses. The research will also investigate the role of digital technology in outdoor advertising and its effects on consumer engagement. With the increasing use of digital screens and interactive displays in outdoor advertising, understanding how these technologies influence consumer behavior is crucial for marketers and advertisers. Furthermore, the project will explore the effectiveness of different outdoor advertising formats, such as billboards, transit ads, and street furniture, in capturing consumer attention and driving brand awareness. By comparing the impact of these various formats, the researchers aim to provide insights into which types of outdoor advertising are most effective in reaching and engaging target audiences. In addition, the study will examine the psychological mechanisms underlying consumer responses to outdoor advertising, including attention, perception, and memory. By investigating how consumers process and recall outdoor advertising messages, the research aims to shed light on the cognitive processes that drive consumer decision-making. Overall, this research project seeks to contribute to the existing body of knowledge on outdoor advertising and consumer behavior. By identifying the key factors that influence consumer responses to outdoor advertising, the study aims to provide valuable insights for advertisers and marketers seeking to maximize the impact of their outdoor advertising campaigns. The findings of this research project have the potential to inform advertising strategies and help businesses optimize their outdoor advertising efforts to effectively reach and engage consumers. Additionally, the study may have implications for policy-makers and regulators involved in shaping the outdoor advertising landscape. By understanding the influence of outdoor advertising on consumers, stakeholders can work towards creating more impactful and ethical advertising practices that benefit both businesses and consumers.

Thesis 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.