AMBIENT ADVERTISING: EXPOSURE AND RECALL AMONG CONSUMERS IN AWKA METROPOLIS

Allen Nnanwuba Adum, Nelson Mmaduabuchi Okeke

Abstract


Ambient advertising is one of the evolving advertising strategies in the marketing world. Ambient advertising is particularly effective in catching the attention of the target audience as well as making a deep impression on them.  This study was designed to investigate the exposure level of consumers to ambient advertising in Awka metropolis as well as to establish whether they recall these ambient ads. The study was anchored on the Psychodynamic Theory. The work was an empirical one, with survey adopted as its research design. Data was collected in Awka, Anambra State, Nigeria from the audience of ambient advertising by administering questionnaire to a sample of 393 respondents. Tables with percentages were used to present and statistically analyze the data. The study found a high (38%) exposure to ambient advertising in Awka metropolis. Findings also revealed that 72% of the respondents reported recalling ambient advertisements seen, while 28% stated otherwise. 37% of the respondents perceived ambient advertising to be shocking, 20% perceived it to be surprising, 19% perceived it to be funny, while 25% believed that ambient ads appear rather strange. 84% of the respondents stated that ambient ads influence their purchase decisions, while 13% thought otherwise. The study recommended, amongst other things, that business organizations should not only dedicate time and resources to creating ambient advertising and carrying out other promotional strategies, but also give attention to satisfying customers through provision of quality and affordable products and services.


Keywords


Ambient advertising, Exposure, Recall, Purchase decision

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