ABSTRACT
The research examines the influence of billboard
advertisement in promoting Dark and Lovely Hair Relaxer on pedestrians in Lagos
metropolis. The core objective of the research was to find out whether
billboard advertisement influence buying habit of consumers of Dark and Lovely Hair Relaxer and to
what extent. Without mincing words, it is obvious that billboard is one of the
effective advertising media especially with the introduction of digital
billboard that is capable of working like television with motion images, color
combinations, attracting font faces and unique sliders among others. Cross
sectional survey research method was adopted and 200 copies of questionnaires
were administered to 200 respondents within Lagos metropolis who were selected
base on convenience which is a non-probability sampling technique. Data
collected were analyzed and interpreted using descriptive statistics coupled
with frequency and percentage method in a tabulated form. It was recommended
that billboard should be erected in a strategic place with adequate monitoring
to avoid been pulled down by the wind while reasonable fontface, font size, and
graphics should be moderately used.
