Effectiveness of Advertising on Consumer Purchase Decisions in Ibadan, Oyo State

This study examines the effectiveness of different advertising media on consumer purchase decisions for fast-moving consumer goods in Ibadan, Oyo State, South West Nigeria. Advertising effectiveness is a fundamental question for brand managers and communication professionals, yet the relative influence of different media channels in the Ibadan consumer market remains incompletely studied amid rapid shifts in media consumption patterns. This study uses a survey design, collecting data from 280 adult consumers in Ibadan North, Egbeda, and Oluyole local government areas. Respondents are asked about their exposure to advertisements across television, radio, social media, outdoor billboards, and print platforms for selected product categories, alongside purchase decision attribution. AIDA model variables (attention, interest, desire, action) are assessed for each media type. Descriptive statistics and ANOVA are applied. Findings reveal that television advertising generates the highest overall attention and recall scores (82 and 76 percent respectively), while social media advertising drives the highest conversion from interest to actual purchase for respondents under 35. Radio advertising shows the strongest reach among respondents with lower income and education levels. Outdoor advertising in high-traffic areas registers high brand awareness without strong purchase conversion. The study concludes that multi-channel advertising strategies tailored to audience demographics are more effective than single-medium campaigns in the Ibadan consumer market. It recommends demographic-segmented media planning and integrated advertising strategies for FMCG brands in Southwest Nigeria.

Keywords: advertising effectiveness, consumer purchase, AIDA model, Ibadan, FMCG.