AKSU Journal of Communication Research (AJCR)

Influence of Billboard Advertising on Consumers’ Recall, Preference and Patronage of Coca-Cola Soft Drink Brands in Ibadan Metropolis, Nigeria

Author:  Daniel NWANMERENI (Ph.D), Kennedy C. M. OBI (Ph.D), Olalekan AYOADE, 1Olanike J. OLUSOLA; Olaolu Olaruku OLAIMOLU; Akintomide AKINBISOYE; & Emmanuel Ayobami AKANBI

Abstract
This study examined the influence of billboard advertising on consumers’ recall, preference, and patronage of Coca-Cola soft drink brands in Ibadan Metropolis, Nigeria, with particular emphasis on the role of strategic billboard placement. Anchored on the Theory of Planned Behaviour and Brand Attachment Theory, the study adopted a survey research design. Data were collected from 396 respondents using a structured questionnaire. Analysis was conducted using weighted mean scores, supported by reliability and construct validity assessments. Findings revealed that Coca-Cola billboard advertisements in Ibadan Metropolis are highly visible, visually appealing, and easily recalled by consumers. The results further showed that billboard advertising is perceived to influence consumers’ brand preference and patronage, particularly through repeated exposure to emotionally engaging messages. In addition, strategic placement of electronic display billboards along hightraffic routes was found to enhance exposure frequency and reinforce consumers’ purchase tendencies. The study concludes that billboard advertising functions as a holistic influence mechanism that supports recall, preference, and patronage within a unified perceptual framework. It is recommended that Coca-Cola and similar brands should prioritise billboard placement along busy roads, intersections, and congestion points to maximise exposure and visibility. Also, billboard advertising by businesses should be integrated with other marketing communication channels to reinforce brand messages and consumer engagement.