Marketers and Avertisers and the Concept Called “Aggressive Marketing Tendency (ATM)”

Abstrak

This study investigates the role of electronic billboard advertising in influencing consumer patronage of Peak Milk, a product of Friesland Campina WAMCO Nigeria. With the increasing competition in the market, marketers have adopted "Aggressive Marketing Tendency (ATM)" to capture consumer attention, with electronic billboards emerging as a preferred medium due to their dynamic and captivating features. The research explores the effectiveness of electronic billboards in creating a positive impression of Peak Milk, identifying factors that hinder their influence, and assessing whether this medium has increased consumer preference for Peak Milk over competing brands. Using a mixed-method approach, data were collected through questionnaires administered to 348 respondents. Findings reveal that electronic billboards are highly effective in attracting consumer attention, with 98% of respondents having seen Peak Milk advertisements on this medium. Key features such as animation, bright displays, and motion pictures were found to significantly enhance brand recall and preference. However, challenges such as short message display times (6-8 seconds), lack of audio, and bright lights were identified as potential hindrances to the medium's effectiveness. The study concludes that electronic billboard advertising has successfully increased consumer preference for Peak Milk, with 86% of respondents indicating that the advertisements influenced their purchasing decisions. Despite its limitations, the medium's ability to create a positive brand impression and sustain consumer interest underscores its value in modern marketing strategies. Recommendations include the adoption of simple and concise messages to mitigate the medium's drawbacks and the continued use of electronic billboards to leverage their unique features in explaining product benefits through animation.