ABSTRACT

The study is set out to examine the perception of Benin City Residents towards transitadvertising. It should be noted that advertising campaigns through moving objects havelong been in existence and become more very popular in this era of digital printing withdigital stickers and digital devices such as car and bus mounted outdoor LED. Do peopleactually pay attention to such advertisement and if they do, does it influence their buyinghabits like others, these and some other reasons warranted this paper to study the attitudeand perception of people living in Benin Metropolis towards transit advertisement whichis an outdoor medium of advertising especially in the cities like Benin, Lagos, Abuja andPortHarcourt.The research was anchored on Perception and Recency. The survey research method as a quantitative method was adopted for thisstudy. The questionnaire was used to elicit responses from the respondents that weredrawnfromBenin.TheresearchuseProbabilityandNon-probabilitysamplingtechniques. Probability gives every member of the population or sampling fame an equalchanceofbeingselected.However,twolocalgovernmentsweresimplerandomlyselected i.e Egor and Ovia North East local government after which respondents werechosen in each locations base on convenience while 150 female and another 150 malerespondents making 300respondents were selected. The number of retrieved copies ofthe questionnaire was 252, representing 84% response rate. Findings show that people inBenin metropolis attach great importance to transit advertisement; hence, it influences their perception in the way they respond to the advertisement placed in and outside buses and other mobile means of transportation (transitadvertisement). There searcher recommends that since the primary aim of advertisement is to promote and sell goods andservices. Advertisers should ensure that the ultimate aim of their products be indicated sothat the target audience will need no further explanation of the benefits inherent in theparticular goods and services.