Parking Charge Notice. Should I pay or ignore

[iSnaked]

Got a parking charge notice today from Premier Park Ltd on Exeter Road, Braunton, EX33 2JJ.
I didn't see any signs to pay and further examinations the pay and display is far to the right where no one can see the damn thing.
The question is should I reply and try to appeal or just ignore all correspondence.
Secondly the vehicle was NOT the registered driver, so they do not actually know the named driver
I'm new to this so any constructive feedback will be nice.

[des8]

First up edit your post so the driver is not identified eg "the driver did not see any signs"
secondly please post up a copy of your PCN (first removing identification details)