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
Advertising campaign clarity is essential in enabling consumers to accurately evaluate product quality, particularly in the technology sector where products are often complex. In Lagos, tech brands are leveraging advertising campaigns to communicate product features and benefits in a clear and concise manner. Clear advertising helps reduce consumer confusion and facilitates informed decision-making by highlighting key quality indicators, such as performance, durability, and innovation (Okafor, 2023). Research has shown that when advertising messages are straightforward and free from ambiguity, consumers are more likely to perceive the product as high quality, which in turn drives purchase decisions and enhances brand loyalty (Ibrahim, 2024). However, challenges arise when technical jargon or inconsistent messaging is used, leading to diminished consumer trust. This study appraises the influence of advertising campaign clarity on consumer evaluation of product quality for a tech brand in Lagos, aiming to identify critical factors that contribute to message clarity and provide actionable recommendations for optimizing advertising strategies (Adebayo, 2025).
Statement of the problem
Tech brands in Lagos face the challenge of ensuring that their advertising campaigns are clear and understandable to consumers. Ambiguity and technical complexity in promotional messages can lead to consumer confusion, reducing the perceived quality of the product (Okafor, 2023). This issue undermines customer trust and negatively affects purchase behavior (Ibrahim, 2024). The study seeks to address this problem by investigating how advertising clarity influences consumer quality evaluation and by identifying strategies to enhance message clarity, thereby ensuring that consumers receive accurate and compelling information about product excellence (Adebayo, 2025).
Objectives of the Study
To evaluate the impact of advertising clarity on consumer quality evaluation.
To identify key elements that contribute to effective messaging.
To recommend strategies for enhancing advertising clarity.
Research Questions
How does advertising clarity affect consumer evaluation of product quality?
What factors contribute to message clarity?
What strategies can improve advertising clarity?
Significance of the study
This study is significant as it explores the role of advertising campaign clarity in shaping consumer evaluations of product quality in the tech sector. The findings will help tech brands in Lagos develop clearer advertising strategies that enhance consumer trust and drive sales (Okafor, 2023; Ibrahim, 2024). The recommendations will contribute to more effective marketing practices that support sustainable brand success (Adebayo, 2025).
Scope and limitations of the study
The study is limited to a tech brand in Lagos and focuses on advertising clarity and its impact on consumer quality evaluation. It does not extend to other industries or advertising formats.
Definitions of terms
Advertising campaign clarity: The degree to which promotional messages are clear and comprehensible.
Consumer evaluation of product quality: The process by which consumers assess the excellence of a product.
Tech brand: A company that develops and markets technological products.
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