INFLUENCE OF ADVERTISING ON STUDENTS' PREFERENCE FOR LEAD CITY UNIVERSITY, IBADAN

Advertising plays a vital role in shaping consumer attitudes and behaviours, particularly among students who represent an active and impressionable segment of the market. With constant exposure to advertisements across digital and traditional media, students’ preferences are often influenced by the messages, appeal, and creativity embedded in these adverts. This study examined the influence of advertising on students’ preference for Lead City University, Ibadan. Guided by the Information Processing Theory, the study adopted a descriptive survey design with a sample of 390 respondents selected through random sampling. Data were collected using a self-structured questionnaire and analysed using descriptive statistics. Findings revealed that a majority (60.3%) of respondents were minimally exposed to billboard advertisements, while 41.4% agreed that the adverts were attractive. The study recommends that Lead City University should increase the frequency and visibility of its advertisements across both digital and traditional media to enhance students’ exposure and awareness.