Outdoor Advertising and Customer Patronage of Telecommunication Data Bundles

Abstract

The purpose of this paper was to empirically reveal the effect of outdoor advertising media (billboard, lamp post and point-of-sales) on customer patronage of telecommunication data bundles. Cross sectional survey research design was adopted and primary data were collected from 232 subscribers of telecommunication in Nigeria using structured questionnaire. The data obtained were analysed using simple linear regression. Findings of the study revealed that billboard, lamp post and point-of-sale advertising had significant effect on customers’ patronage of telecommunication data bundles. The study recommended that outdoor advertisement (billboard, lamp post and point-of-sales) should be used by telecommunication companies in creating awareness and increasing customers’ patronage of data bundles especially in a society where there is erratic power supply and inability of subscribers to have access to television and/or radio, print media (newspaper, magazine etc.) advert.