Public Perceptions Towards Billboard Advertising in Tanzania

El-Busaidy, Naila Abdalla (2014) Public Perceptions Towards Billboard Advertising in Tanzania. Masters thesis, The Open University of Tanzania.

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Abstract

The main objective of this research was to examine the current public perceptions towards billboard advertising in Tanzania the case of Dar es salaam region. Specifically, were to analyze perceptual differences across demographic segments towards billboard advertising, to assess whether billboard advertising is informative and persuasive enough to influence consumers’ purchase decisions, to determine the effectiveness of billboard advertising in comparison to other modes of creating awareness such as newspapers, radios and television and to assess the effectiveness of government regulations towards billboard advertising. The study employed both quantitative and qualitative survey methods based on a sample of 100 respondents. The study used questionnaires and relevant documentaries as the main data collection methods. Descriptive analysis of data using Statistical Package for Social Sciences (SPSS) and Content analysis techniques were employed. Thus the main findings of the study revealed that the perceptual difference across demographic segments towards billboard advertising was a positive one, in particular to males, younger and those respondents with lower levels of education. It was also found that billboard advertising is entertaining, informative although not credible enough. Nonetheless the public find it helpful in guiding their purchase decisions. In comparison with other media, the public ranked billboards’ the second most effective advertising medium after the television. The public perceive billboard advertising regulations ineffective in particular to content and placement regulations, however tax regulations were effective. The study recommends that the government should apply billboards content regulations effectively since it has some dramatic effects to the public.

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