ABSTRACT
This study examined the influence of billboard advertisement in promoting products:
appraisal of Lux soap on pedestrians in Lagos metropolis. 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. 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 passer-by’s consciousness. Billboard tends to function as reminder media.
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