ABSTRACT
This study examined the effect of billboard
advertisement in the promotion of lux soap. Advertising
is one of the tools used for persuasive communication to target audience.
Advertising is the communication relayed from companies to persuade an audience
to purchase their products. For the sake of the effectiveness of the result of
this research, a critical review to related literature was made. Relevant
theories were used to gratify the study. Quantitative research design was used
in which cross-sectional survey method was adopted while the data collection
instrument was questionnaire. Findings showed that billboard advertising
creates awareness of products and services; it influences consumers’ behavior
on product and services in their choice of products and services selection. Billboard
advertising also contribute 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 endeavor that locations where
billboards are cited should be monitored to avoid billboard constituting
problems. Advertisers should patronize billboard advertising because it is
powerful and intrude on the passers-by consciousness. Billboard tends to
function as reminder media.
