Customer Perception on out of Home Advertisements

With a goal to create awareness, inform, educate and persuade to patronize products, retail companies adopt different forms of marketing communication to send messages across their target audience. Out of home advertisements is the important mix of above-the-line communication tools used by marketers to achieve the objectives specified before. The aim of this research is to explore the perception of customers on out of home advertisements. This study will help to determine the opinion of the customers on different Out of Home advertisements. Data for the study was collected with questionnaires administered on 300 respondents in the study area. Simple frequency tables and bar graphs, Weighted Average Method were used to analyze and the findings of the study was reported. Findings of the study revealed that most respondents are of the view that out of home advertisements provided by retailers in the study area are considered to have low reach and attractiveness. Retailers must employ prompt strategies to enhance the communication provided by out of home advertisements thereby facilitating effective reach and action.