An appraisal of the influence of advertising campaign clarity on consumer evaluation of product quality: A case study of a tech brand in Lagos, Nigeria.
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Background of the study
Effective advertising campaign clarity is essential in enabling consumers to accurately evaluate product quality, especially in the tech industry where complex features and specifications are common. In Lagos, tech brands invest in advertising campaigns that aim to distill technical information into clear, digestible messages. Clarity in advertising helps consumers understand the unique selling points and quality attributes of tech products, thereby fostering positive perceptions of excellence (Okafor, 2023). Research indicates that when promotional messages are straightforward and transparent, consumer trust and product evaluation improve significantly (Ibrahim, 2024). However, challenges arise when campaigns are overly technical or ambiguous, leading to consumer confusion and a decline in perceived quality. This study appraises the influence of advertising campaign clarity on consumer evaluation of product quality for a tech brand in Lagos, with a focus on identifying the key elements that enhance clarity and proposing strategies to improve message effectiveness (Adebayo, 2025).
Statement of the problem
Tech brands in Lagos face difficulties in ensuring that their advertising campaigns are clear and accessible to consumers. Ambiguous or overly technical messages can confuse potential buyers, leading to poor evaluations of product quality (Okafor, 2023). This lack of clarity undermines consumer trust and negatively impacts purchase decisions (Ibrahim, 2024). The challenge is to balance technical accuracy with clarity to convey the true value of the product. This study aims to examine how advertising campaign clarity affects consumer quality evaluation and to identify strategies to enhance message clarity, ensuring that advertising efforts effectively communicate product excellence (Adebayo, 2025).
Objectives of the Study
To evaluate the impact of advertising clarity on consumer quality evaluation.
To identify factors that contribute to effective message clarity.
To recommend strategies for improving advertising campaign clarity.
Research Questions
How does advertising clarity affect consumer evaluation of product quality?
What are the key factors that enhance message clarity in tech advertising?
What strategies can improve advertising clarity?
Significance of the study
This study is significant as it explores how clarity in advertising campaigns influences consumer evaluation of product quality in the tech sector. The insights will help tech brands in Lagos refine their messaging to ensure that complex product features are communicated effectively, thus enhancing consumer trust and purchase decisions (Okafor, 2023; Ibrahim, 2024). The recommendations will support the development of more effective advertising strategies that drive long-term brand success (Adebayo, 2025).
Scope and limitations of the study
The study is limited to a tech brand in Lagos and focuses on advertising campaign clarity and its impact on consumer quality evaluation. It does not extend to other industries or advertising channels.
Definitions of terms
Advertising campaign clarity: The degree to which promotional messages are clear and understandable.
Consumer evaluation of product quality: The process by which consumers assess the excellence of a product.
Tech brand: A company that designs and markets technological products.
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