Effectiveness of Opay ORide outdoor advertisements on market expansion in Akure metropolis

Abstract

The research looked at the effectiveness of Opay Oride's outdoor advertisements for market expansion in Akure metropolis, Capital of Ondo State, Nigeria. The framing theory was used as the theoretical framework. The survey research method was employed, and the questionnaire and interview guide were used as data collection tools. Three hundred and eighty-six (386) respondents were chosen using a multi-stage sample approach. Two Opay sales agents in Akure were interviewed. According to findings, most respondents were exposed to Opay outdoor advertisements in Akure, particularly the billboard in Akure's Ijomu neighbourhood. Respondents could largely remember Opay's price reduction (promo) and advertisements with the phrase "Where you matter." Findings further revealed that patronage increased dramatically after enormous Opay Oride outdoor advertisements in Akure and a significant degree of exposure to it. It was concluded that Opay Oride outdoor advertising has considerable effectiveness in market expansion in the Akure metropolis. It is recommended, among other things, that the company continue to use outdoor advertising media to reach out to its target customers to outperform competitors.