MOBILE ADVERTISING IN NIGERIA:
ITS COMMUNICATION EFFECTIVENESS
Dr. Ogunlade Benjamin
Department of Fine and Applied Art, Ladoke Akintola University of Technology, Ogbomoso, Oyo State, Nigeria; E-Mail:
[email protected] International Conference for Graphic Communication Educators California Polytechnic State University San Luis Obispo, California, USA July 5-10, 2015
ABSTRACT There have been various researches on billboards and posters as effective forms of outdoor advertising in Nigeria, with little attention to the effectiveness of transit advertising in the country. This study therefore appraises mobile or transit advertising in Ibadan as means of exterior advertisements. The study was based on the theories of perception and uses and Gratification.
INTRODUCTION • Background of the Study • Adver4sement is a form of commercial mass communica4on designed to promote the sale of a product or service, or a message on behalf of an ins4tu4on, organiza4on, or candidate for poli4cal office. (Wells, Burnet and Moriarty 1989) This is why Ware, (2000) describe Communica4on design as the prac4ce of planning or shaping a message in content, form and delivery. This, however, will enable graphic designers craK meaningful messages with the use of design elements in adver4sing execu4on. • Adver4sing is considered as a marke4ng tool. • It is an element of the promo4onal mix. • Adver4sing provides communica4on to a target audience about a brand or services. • Persuasion is one of the objec4ves of adver4sing (www.adver4singeffec4veness.com, 2011). • Arthur (2011:2) describes outdoor adver4sing as a medium that involves
INTRODUCTION Cont’d • •
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The Interna4onal Encyclopaedia of Communica4on (1989:21), states that the basic func4on of adver4sing is to: establish a presence and create awareness. The role of adver4sement in a market economy is to inform as well as persuade consumers about the superior quality of products and services being offered for sale. (Arens, 1996). The purposes of an adver4sing according to Dryer (1982) are; 1. To reinforce the theme or intent of a product, 2. To introduce new product signs into market or re-‐launch an exis4ng product with the use of effec4ve signs and symbols to which the recipients of such adverts are most familiar. COMMUNICATION EFFECTIVENESS . To develop effec4ve communica4on with the customers by adop4ng the use of various visual illustra4ons that are easily interpreted by their audiences, using crea4vity to prepare the message they want to communicate. The main purpose of the using visual elements for adver4sement is to communicate or convey informa4on such that the receiver may take cogni4ve decisions based on the informa4on provided. It is important to note that recipients of adver4sing messages must be able to readily interpret messages signified on various transit vehicles and billboards.
HISTORY OF OUTDOOR ADVERTISING
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Outdoor adver4sing can trace its lineage back to the earliest civiliza4ons. In 1850, exterior adver4sing was first used on street railways. The earliest recorded leasing of boards occurred in the U.S. in 1867. In 1900, a standardized billboard structure was created in America and ushered in a boom in na4onal billboard campaigns (www.oaaa.org, 2011). The Na4onal Outdoor Adver4sing Bureau (NOAB) was formed in 1915 in the United States, to serve the outdoor Adver4sing needs. In 1931, Outdoor Adver4sing, Inc. (OAI) was formed to sell the concept of outdoor adver4sing In 1958, the US congress passed the first federal legisla4on to voluntarily controlled billboards along interstate highways. In 1958, the US congress passed the first federal legisla4on to voluntarily controlled billboards along interstate highways. In the 21st century, digital technology has transformed the industry. Hard painted boards are replaced by computer printed outdoor adver4sing formats. The Outdoor Adver4sing Associa4on of Nigeria (OAAN) started with double and
HISTORY OF MOBILE ADVERTISING • Mobile or Transit Adver4sing is primarily an urban adver4sing form that uses vehicles to carry the message to the people. • Transit adver4sing is a category of outdoor adver4sing that includes bus and taxi cab adver4sing, as well as posters on transit shelters, terminals and subways (Arens, Arens and Weigold 2008:591). • The first of these exterior bus displays made by a UK based company called Litelogic, were introduced in London on buses owned by CBS Outdoor. • Recently, adver4sing on the exterior buses is gradually pushing aside conven4onal boundries of sta4c media with the introduc4on of LED displays (www.houckads.coni, 2011). • Behind the hub of commercial ac4vi4es in Nigeria, outdoor adver4sing in most Nigerian ci4es are more engaged than anywhere in the country (www.courtvilleinvestment.com,2011). • Corporate bodies and religious organiza4ons make use of vehicle adver4sing as means of adver4sing their services or products. • Hassanm (2011:93) sees adver4sing as a favorable representa4on of products, to make consumers and the general public aware of products.
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Background of the Study • DEVELOPMENT OF BUS ADVERTISING CONt’d
• Recently, adver4sing on the exterior buses are gradually pushing aside conven4onal boundries of sta4c media with the introduc4on of LED displays (www.houckads.coni, 2011). • Behind the hub of commercial ac4vi4es in Nigeria, outdoor adver4sing in most Nigerian ci4es are more engaged than anywhere in the country (www.courtvilleinvestment.com,2011). • Corporate bodies and religious organiza4ons make use of vehicle adver4sing as means of adver4sing their services or products. • Hassanm (2011:93) sees adver4sing as a favorable representa4on of products, to make consumers and the general public aware of products. • But to what extend do mobile adverts create awareness about products? • Do they s4mulate interest in products and services and influence consumer purchase decision through their messages in various forms? • How compelling are the messages of mobile adverts? • These are some of the problems this paper seeks to inves4gate.
STATEMENT OF THE PROBLEM • The main purpose in the use of mobile advert for product or service adver4sement is to increase the level of advert persuasion such that the receiver may take cogni4ve decisions based on the informa4on or messages provided. It is important to note that recipients of adver4sing messages must be able to readily interpret messages signified on the mounted displays on transit in order to : • Inform • Bring news • Call aken4on • Is paid for by someone • Has a control distribu4on • Emphasize desirable quali4es • Help sell, Persuade Convert
PURPOSE OF THE STUDY • According to Arens, Arens and Weigold (2008: 594) transit or mobile adver4sements offer a respec4ve value. • This study is an appraisal of mobile adver4sing in Ibadan Metropolis, with emphasis on the quality of the graphic elements like colour, illustra4on and typography expressed for exterior adverts of buses on the fleet of ABC transport services. • It examines the crea4ve features of ABC transport services adverts. • It also inves4gates consumer’s percep4on of ABC transport services transit adverts in Lagos metropolis.
SIGNIFICANCE OF THE STUDY • There have been various researches on billboard and posters as effec4ve forms of outdoor adver4sing in Nigeria. However, very likle aken4on has been paid to transit or mobile adverts in Nigeria. • This study opens up a new dimension to researchers on outdoor adver4sing, as the study appraises the use of bus exterior, as means of transit adver4sing in Ibadan Nigeria.
LIMITATION OF THE STUDY • This study was limited to adverts on the exterior of buses on the fleet of ABC Transport Company in Ibadan, Nigeria.
SCOPE OF THE STUDY • The study will specifically inves4gate the communica4on
effec4veness of mobile adverts and the percep4on of users in Ibadan. The choice of Ibadan, basically, is because it is a state capital and a major commercial centre in Oyo state where fair representa4on of the study sample will most likely be obtainable. The study intends to focus on graphic elements on mobile or transit display. The sample will be drawn from the respondents leaving within Ibadan.
DEFINITION OF TERMS • Advertising: Advertising is a form of communication through the media about product, services or ideas, paid for by an identified sponsor (APCON: 2005). • Outdoor Advertising: Outdoor advertising refers to all forms of advert messages that reach consumers outside their homes. • Mobile Advertising: Mobile advertising is an urban advertising form that uses buses and tax tops, as well as posters placed on buses and taxi shelters, airports and subway stations (Robbs, 2008).
DEFINITION OF TERMS Cont’d
• Vinyl: Vinyl is a polymer material, which could be printed on and pasted on metal, plastic, aluminum, iron or steel surfaces, it is easily removable and mostly used for transit advert production. • Perception: Perception is an attitude or understanding based on what is observed or thought (Kareem 2009: 12). • Consumer: A consumer is someone who buys and uses goods and services. • Consumer Awareness: Consumer awareness refers to the ability of the consumer to be well informed about the existence of a product.
OUTDOOR ADVERTISING • Adver4sing is considered as a marke4ng tool. • It is an element of the promo4onal mix. • Adver4sing provides communica4on to a target audience about a brand or services. • Persuasion is one of the objec4ves of adver4sing (www.adver4singeffec4veness.com, 2011). • Arthur (2011:2) describes outdoor adver4sing as a medium that involves pos4ng messages and promo4onal items outside where people can see them. • According to Arens, Arens and Weigold (2008:581), outdoor adver4sing enhances awareness
TYPES OF OUTDOOR ADVERTISING • There are various types of outdoor advertising but the common ones in this part of the world are: • BILLBOARDS: Bulletins, The Poster Panels, Eight-Sheet Posters, Spectaculars, Mobile Billboards, Electronic Signs and Display Panels • POSTERS
ADVANTAGES OF OUTDOOR ADVERTISING
• Advantages of outdoor advertisement as presented in www.hubpages.com (2011) are bellow: • 24 Hours A Day availability • Attention Span • Flexibility • State of the Art • Accessibility
LIMITATIONS OF OUTDOOR ADVERTISING
(2008:52), present the • Arens, Arens and Weigold following as some of the limitations of outdoor advertising: • Environmental Influence • Audience Measurement • Control • Visual Pollution
FORMS OF TRANSIT ADVERTISING • • • • •
Transit Shelters Terminal Posters The Inside Cards Outside Posters Bus Exteriors
ADVANTAGES OF TRANSIT OR MOBILE ADVERTISING
• According to Kobliski (2005): Transit advert cannot be zapped, ignored or tuned off like the television. • It reaches drivers and passengers • The large, colourful, innovative designs, command attention and it delivers to a varied audience
LIMITATIONS OF TRANSIT OR MOBILE ADVERTISING
• The advert design is usually limited. • The whole transit situation may spoil the image of the product being advertised. • Status • Crowded Environment • Selectivity • Clutter • Creative Restriction
THE NATURE OF ABC TRANSPORT SERVICES
AS CONVEYORS OF ADVERTISING
• The exteriors of buses on the fleet of ABC transport, serve as one of the most effective places to place outdoor advertisements in Nigeria (Ariyibi 2007). • Advertising on buses is a good way of getting a message out to the market in Nigeria. • With this, advertising has the advantage of being able to successfully reach a number or people without being too costly. • Unlike other kinds of advertising, (TV, radio or print), people cannot just switch the channel, flip the page or throw it out.
REVIEW OF EMPIRICAL STUDIES • Kareem Oluwatoyin Latifat (2009) conducted a research on Effectiveness of the Billboard As a Medium of Advertising. • The study adopted the content analysis and survey design. • The study population was divided into two categories: Billboard adverts and respondents.
THEORETICAL FRAMEWORK • PERCEPTION: Perception according to Burgoon and Ruffner (1978:104), is the process of making sense out of experience. • To corner and Hawthorn (1980:29), it is how the individual makes sense of his or her world. • Folarin (1998:63) points out that perception depends on a complex of variables such as psychological disposition, past experiences, cultural expectations and social relationships.
THEORETICAL FRAMEWORK Cont’d
• USES AND GRATIFICATION THEORY: According to Folarin (1998:65), Uses and Gratification theory perceives consumers as actively influencing the effect process, since they selectively choose, attend to, perceive and retain the advert messages on the basis of their needs, beliefs, world views and personal experiences.
CONCLUSION • The exterior advertisements are of luxurious buses (especially of ABC) transport) are quite creative in nature, as they tend to have high visibility, clear product identification, large illustrations, bright and visible colours, and high legibility. • Hence, making bus advertisements catchy and appealing to people. • Also, bus exterior advertisements create better awareness about products. • Bus exterior advertisements also stimulate interest in products. Both functions could be attributed to the creative nature of bus exterior advertisements.
RECOMMENDATIONS • The following recommendations are important for advertisers and communication /advertising scholars: • Copy writers, and advert agencies should keep the copies of bus exterior adverts short and simple, precisely not more than seven words, which is usually recommended for general outdoor advertisements. • Likewise, copy writers and graphic designers should use bold illustrations, as this will facilitate clearer product identification. • Academics should endeavour to conduct more researches on transit or mobile advertising in Nigeria, as this will help to enrich the literature of this form of outdoor advertising in the country.
THANK YOU
