Analysing the outcome of commuters’ exposure to digital billboards located in Dar es Salaam city, Tanzania

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University of Dar es Salaam
The main aim of this survey study was to use the information-processing model (IPM) to elaborate and clarify whether the ways in which commuters process information on the digital billboards had an impact on shaping the public’s decision-to purchase products. This aim was operationalized to examine: the steps in which the commuters process the information; similarities and differences in processing the information among the commuters; and the relationship between commuters’ actions and the information they processed. The study employed the techniques of quantitative design to collect data from 120 commuters on the Ali Hassan Mwinyi-Road in Dar es Salaam City, which were obtained through random systematic sampling. The study found that respondents follow the pattern of six steps in the information-processing model. However, some steps are better processed than others and the commuters process the information on digital billboards in different ways. It was also noted that information processing alone is unlikely to turn commuters into become active consumers of those products and services that are advertised on the digital billboards. Nonetheless, the six steps of the information-processing model still provide a blueprint in designing digital billboard advertisements. The study further recommends that in designing the content on the digital billboard, it is imperative to address psychological, physical and emotional needs as well as the behavioural patterns of the general public. Also, there is a need to apply a media mix to channel the same advert that appears on digital billboard to other media, such as social media, televisions, radio or newspaper.
Available in print form, East Africana Collection, Dr. Wilbert Chagula Library, Class mark ( THS EAF P93.5.T34S45)
billboards, commuters’, digital, Digital billboards
Sembosi, A.S. (2017) Analysing the outcome of commuters’ exposure to digital billboards located in Dar es Salaam city, Tanzania. Master dissertation, University of Dar es Salaam. Dar es Salaam.