Author: BENJAMIN NWAFOR EKWUEME
LECTURER, FEDERAL POLY OKO: Email: benjiekwueme@gmail.com
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ENHANCING PRODUCT MARKETING IN OUTDOOR ADVERTISING MEDIA THROUGH VISUAL ARTS OF BILLBOARD
Abstract: While the ultimate objective of any communication strategy is to drive sales, not all ads have a direct or immediate influence on sales. Different advertising executions are designed to achieve different objectives, the ultimate goal of each of these objectives being to create a favorable influence (increase or sustain) sales. Billboards, one of the media used in outdoor advertising, are likely to be very effective if the advertising task pertains to awareness or knowledge creation. The study, therefore, discusses the background, characteristic and challenges of outdoor advertising, technological advancement in billboards and “outdoor” Marketing Advantage of Billboards. Findings reveal that even though the past decade has witnessed the development of information and communication technologies that enabled easy and rapid interaction between customer and advertiser, visual arts of billboards in outdoor advertising media has continued to serve well in product promotion through its capabilities of reaching an audience on a national scale or on a market – by – market basis. Limitations however are showcased. The conclusion reaffirms billboard advertising as the most effective of outdoor advertising media. Future research in the area is recommended. ATTENTION!: GLOBAL COMMUNICATOR JOURNAL VOLUME 3 ISSUE 1, JUNE 2018 HAS BEEN PUBLISHED. CLICK HERE TO DOWNLOAD
Published in Volume 3 Issue 1, June 2018. 1532 Views and Downloads
Paper's Reference Code:	GC014
Keywords: Billboard, Outdoor Advertising Media, Communication
No. of published submissions by BENJAMIN NWAFOR EKWUEME is 1

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