Keywords
Consumer Reactions
Effectiveness
Messages
Patronage
How to Cite
Abstract
This study ascertained the prevailing attitudes, perceptions, and behavioural reactions of consumers towards the billboard messages of Crunchies Food advertisements in Calabar Metropolis. The cultivation theory and observational learning theory provide theoretical leanings in establishing whether the messages ignite brand patronage. The survey method was adopted, and the instrument for data collection was a questionnaire. Data drawn from residents of Calabar metropolis and staff members of Crunchies Food between the ages of 15 and above were analysed, revealing interesting details. The major findings indicate that the Crunchies Food billboard advertisement messages were not effective in positively changing the attitudes and behavioural reactions of the consumers. The billboard messages, despite having high visibility (93.5% awareness), are underscored by low recall (11.5%), recognition and disagreement on distinctiveness (74%) as well as struggled to evoke emotional responses (63% disagree), influence brand attitude (50.5%), and drive purchases (76.5%), especially in Calabar Metropolis. This is because the messages seem not to adequately convey key brand information, which encourages consumers to buy more of the product. Also, overt reliance on the brand colours seems not to provoke the desired effects. Moreover, consumers' patronage was not based entirely on the billboard advertisement messages they were exposed to. The research recommends employing eye-catching graphics, bold typography, and captivating imagery to create a strong visual impact that can be recognised and recalled by consumers or prospects. This approach may help in effectively communicating the brand's message and influencing the target audience's purchasing decisions.
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