AKSU Journal of Communication Research (AJCR)

PERCEPTION OF BRANDS AND OUTDOOR ADVERTISING OF SMARTPHONES BY RESIDENTS OF BENIN AND OWERRI IN NIGERIA

Author:  AKPAN, UDO PhD, CHARITY JAMES, PhD & CATHERINE NWOKORO

Abstract
The study investigated the Perception of brands and outdoor advertising of smart phones by residents of Benin and Owerri in Nigeria. The objectives were to find out the extent of exposure to outdoor messages, the comprehensibility of messages and to find out the appeals that draw immediate purchase of products by customers. Two theories of customer loyalty and the primary/recency effect theories were applied. The population was 2,786,000 residents of Benin and Owerri with a sample of 400 from the two towns. Findings showed that the outdoor messages are not multifaceted or multipart but simple for the understanding of potential customers, It was also found out that outdoor advertising of smart phones have elements of credibility but fail to cause immediate purchase by customers. It is recommended that smart phone brand managers should ensure the sustaining of brevity, candidness and informative nature of smart phone outdoor advertising.