AN ASSESSMENT OF BILLBOARD AS AN EFFECTIVE MEDIUM OF ADVERTISING

ABSTRACT

Billboard is an advertising medium adopted to showcase a brand to the public, Billboard uses large aesthetic pictures and catchy messages to attract and draw prospects into becoming customers of that brand. This study tried to find out an assessment of Billboard as an effective medium of Advertising, using Glo as a case study. This is to find out the awareness level and how Benin residents are exposed to various Glo Billboard ads. This study employed the Yale’s Perception theory, Selective Perception and the Cutting Edge theory. The Survey research method was also applied with the questionnaire as the primary source of data collection. Findings from this study shows that majority of people have seen Billboard that is a large number of persons are familiar with the concept Billboard, Benin City residents agreed that they are largely exposed to Billboard in the state, Glo Telecom has done an excellent job in making sure their Billboard placement is everywhere or at least in major parts of Benin. This has one way or another influenced residents to make purchase. In all, this study amid other recommendations suggests that Glo Telecom should expand their billboard coverage, any brand seeking to use Billboard ad should ensure they place their ad around busy locations while they also know the type of billboard to use. Glo should improve on their network services so that prospects can become actively influenced by their Billboard ads.