INFLUENCE OF BILLBOARD ADVERTISING AS MEDIUM FOR PROMOTING LUX SOAP IN LAGOS

The research is set out to examine the influence of billboard advertising as medium for promoting Lux Soap in Lagos. The core objective of the research was to find out whether billboard advertisement influence buying habit of consumers 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 picture, sound among others. The study is anchored on Hierarchy of Effects Model, Uses and Gratifications Theory and Psychodynamic Theory. Survey research method was adopted and 200 copies of questionnaires were administered to 200 respondents within Lagos metropolis who were selected using accidental sampling technique. Data collected were analyzed and interpreted using table, frequency and percentage method. Findings show that 26% are currently using lux soap, 17% are using delta soap, 15.4% are using Dettol soap, 9.3% are using Septol soap, 16.5% are using Premier soap. Majority of the respondents agreed that billboard advertising often influence consumers buying habit. 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 font and graphics should be moderately used.  

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