IMPACT OF BILLBOARD ADVERTISING ON PRODUCT PROMOTION
Abstract
The study examined the impact of billboard advertising on product promotion, a case study of 7up bottling company. Advertising is one of the tools used for persuasive communication to the target audience. Advertising is the communication relayed from companies to persuade an audience to purchase their products. Survey research method was adopted with the sample size of 180 persons. Random sampling technique was used. Findings showed that billboard advertising creates awareness of products and services; it influences consumers’ behaviour on product and services in their choice of products and services selection. Billboard advertising also contributes to nation’s environmental beautification and economic growth. And that billboard advertising messages carry and reinforce electronic and print media messages. It is therefore recommended that outdoor advertising association of Nigeria (OAAN) should endeavour that locations, where billboards are cited, should be monitored to avoid billboard constituting problems. Advertisers should patronise billboard advertising because it is powerful and intrude on the passer-by’s consciousness. Billboard tends to function as reminder media.
