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| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| 100 ## - MAIN ENTRY--AUTHOR |
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| Author |
OLUSESI, Olayinka Ayomide |
| 245 ## - TITLE STATEMENT |
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| Title |
Influence of Billboard Advertising of Mobile Phones on Consumer Buying Behaviour and Preference |
| 250 ## - SUPERVISOR |
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| Supervisor |
Dr. ORIOLA, Oluwakemi |
| 260 ## - IMPRINT |
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| Place of publication |
Ibafo |
| Department (College) |
Mass Communication |
| Date of publication |
2020 |
| 300 ## - COLLATION |
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| Pagination |
viii,; 52p. |
| Other physical details |
tables |
| 520 ## - SUMMARY, ETC. |
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| Summary, etc |
The subject matter of this research work is to examine the influence of billboard advertising of<br/>mobile phone on consumer buying behaviour and preference. The main objective of this research<br/>work was to find out how billboard advertising of mobile phones influences consumer buying<br/>behaviour and preference. The theory used to further aid understanding of this project was the<br/>Pavlovian model and the learning model. The design used for the study is a descriptive survey<br/>method. It relies on structured questionnaire as an instrument of data collection. Four research<br/>questions were formulated to guide the study, from which the questionnaire was designed. 250<br/>questionnaires were administered. From the analysed data, the researcher concludes that<br/>Billboard advertising has a role to play in creating awareness about mobile phone brands;<br/>billboard advertising stimulates purchase desire among audience. The researcher found out that<br/>billboard advertising influences preference because it showcases the brand to the audience, gets<br/>and maintain audience. The reoccurring aspect of billboard also make it possible. The researcher<br/>finds out that after attracting audience to the brand, billboard advertising give desire that prompt<br/>purchase from the audience. It was recommended that agencies, companies and businesses use<br/>billboard for advertising because it is a powerful in terms of reminder function. Billboard content<br/>should be carefully planned as it must be a simple and a very persuasive content. |
| 650 ## - TRACINGS |
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| Main Subject |
Mass Communication |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
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| Item type |
Students Thesis |
