UYO RESIDENTS APPRAISAL OF THE COMMUNICATIVENESS OF AIRTEL AND MTN BILLBOARDS

The study “Uyo residents’ Appraisal of the communicativeness of Airtel and MTN Billboards” set out to ascertain the perception of Uyo residents concerning Airtel and MTN billboards. Four research questions were developed to guide the study. The research design employed in the investigation was the survey methods. Respondents were selected from five major roads in Uyo using the purposive sampling method, hence a sample of 200 persons was drawn from the population comprising residents of Uyo, the capital of Akwa Ibom State. The research instrument used was the questionnaire. Copies of the questionnaire containing relevant questions were administrated on 200 respondents. One hundred and ninety respondents completed and returned their copies. Data collected were analyzed using simple percentage. The finding shows that Uyo residents view the Airtel and MTN billboards as attractive. In term of communicativeness, message on MTN billboards were always understood whereas message appearing on Airtel billboards were seen to be vague, hence less communicative. The finding also reveal that Uyo residents perceive both Airtel and MTN billboards as sources of information and revenue to government and suitably placed. The study also reveals that Airtel and MTN billboards attract consumers, while also adding aesthetic value to the environment. The study recommends that Airtel should investigate why its message are less communicative in order to take steps to correct it. It also recommends that Airtel and MTN should strive to place their billboards at strategic location only since this medium of advertising have been accepted by residents in Uyo.