Transco Bus Shelters in Kinshasa as Vectors of Marketing Influence : An Analysis of Advertising Communication in Urban Environments

In a highly competitive advertising landscape, businesses invest in strategic urban spaces such as bus shelters. In Kinshasa, those of the Société de Transport du Congo (Transco) have emerged as tools for marketing influence, benefiting from high visibility due to the frequency of buses and their distribution throughout the city. This study aims to evaluate the effectiveness of these platforms in altering consumer behavior. It draws on the Sacriste model (2001), which distinguishes the cognitive, affective, and conative effects of advertising, as well as the theory of persuasive communication (Barabars, 2009). The accessibility and daily presence of the bus shelters facilitate repeated exposure, enhancing message retention. A survey conducted with users reveals that Transco bus shelters significantly influence purchasing decisions while reducing advertising message loss.What is the impact of advertisements broadcast through Transco bus shelters in Kinshasa ? The bus shelter serves as an effective and strategic proximity medium for advertisers in Kinshasa, combining visibility, impact, and relevance in communication campaigns.