INFLUENCE OF BILLBOARD ADVERTISEMENT IN PROMOTING
PRODUCTS: APPRAISAL OF LUX SOAP ON PEDESTRIANS IN
LAGOS METROPOLIS
CHAPTER ONE
1.0
INTRODUCTION
1.1
BACKGROUND TO THE STUDY
Advertising
as
a
concept,
can
be
defined
as
a
form
of
communication through the media about product, services, ideas,
personalities or organizations, paid for by an identified sponsor Alide in
Okunna (2002).
Bovee and Arens (1985) gave a more widely accepted definition of
advertising as the non-personal communication of information, usually
paid for any usually persuasive in nature about products (goods and
services) or ideas by an identified sponsor through various media. It is an
exciting, dynamic, and challenging enterprise.
Advertising
is
the
structured
and
composed
non
personal
communication of information, usually paid for and usually persuasive
in nature, about products, services and ideas, by identified sponsors,
through various mass media (Arens 2008, p.7).
This definition is closely related to Dominick’s (2007, p.321)
definition which asserts that advertising is any form of non-personal
presentation and promotion of ideas, goods and services, usually paid
for, by identified sponsor.
Asemah, Edegoh and Ojih (2013) state that advertising is a
controlled, identifiable and persuasive communication that is presented
via the mass media and designed to develop product demand and to
create a favourable image for a company.
Advertising
is
also
controlled,
identifiable
information
and
persuasion by means of mass communication media. Defined by Wright
and Zeight (1982:10). Gillran Dyer says that in its simplest sense, the
word “advertising” means drawing attention to something or notifying or
informing somebody of something.
According to the understanding of advertising practitioners council
of Nigeria (APCON) “advertising is a form of communication through the
media about products, services or ideas, paid for by an identified
sponsor”.
On the other hand, Billboard is a branch of outdoor media.
Billboard is usually targeted at passers-by, drivers, those in moving
vehicle and pedestrian traffic. They are characterized by attractive
models images and catchy slogans that attract attention.
Duncan (2013) says billboards take two forms. The most common
definition of a billboard is an outdoor sign or poster you usually see on
freeways, highways and streets.
A billboard is also an announcement of a sponsor or sponsors at
the beginning, middle or end of a radio or television broadcast. A
billboard that is an outdoor sign or poster is also known as outdoor
advertising.
Billboard advertising is the use of large signs along roadways to
advertise a wide range of products, services and causes (Wise Geek,
2013).
According to Akinrosoye (2013), Other advertising media are:
radio, television, newspaper, magazine, poster and ICT (GSM, Social
Media, blog, website e.t.c. To this end, the research examined the effect
of billboard advertisement in the promotion of Lux soap with a view to
know its impact on the pedestrians and drivers.
1.2
STATEMENT OF THE PROBLEM
The problem remain unsolved is to what extent is billboard
advertisement entice and influence the buying habit of consumers
including the passerby and drivers.
Other problem is the durability of billboard advertisements as wind
or other environmental factors pull it down untimely thereby making it
seems a waste of resources.
In view of this, the research aims to x-ray the influence of billboard
advertisement on the audience with a view to study how billboard
advertisement promotes Lux soap.
1.3

RESEARCH QUESTIONS
Does
billboard
consumers?
advertisement
influence
buying
habit
of

What effect does Lux soap billboard advertisement have on
consumers?

Has billboard advert campaign increase the sales volume of Lux
soap?

Does Lux soap advert perform the same purpose as advertised?

Do
students
perceive
some
untrue
statement
on
billboard
advertisement message?

How can billboard advert facilitate retention of Lux soap product?

What arouses the interest of audience most in billboard
advertising?

Does audience recall models in billboard advertising more than
product advertised.
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