The Impact of Outdoor Advertising on Consumer Buying Behavior

Abstract

This research investigates the influence of outdoor advertising on consumer buying behavior in Pakistan. Outdoor advertising, including billboards, transit ads, hoardings, and digital signage, remains a prominent promotional tool despite the rise of digital marketing. This study explores how factors such as visibility, creativity, frequency, and message clarity in outdoor advertisements shape consumer perceptions and influence purchase decisions. A structured questionnaire was used to gather data from 300 respondents in major cities across Pakistan. Findings reveal a strong correlation between effective outdoor advertising and positive consumer response, particularly in urban centers where brand competition is intense. This research offers implications for marketers in designing outdoor campaigns to optimize consumer engagement and brand recall.