Project Abstract

The research examines the influence of billboard advertisement in promoting Dark and Lovely Hair Relaxer on pedestrians in Lagos metropolis. The core objective of the research was to find out whether billboard advertisement influence buying habit of consumers of Dark and Lovely Hair Relaxer 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 images, color combinations, attracting font faces and unique sliders among others. Cross sectional survey research method was adopted and 200 copies of questionnaires were administered to 200 respondents within Lagos metropolis who were selected base on convenience which is a non-probability sampling technique. Data collected were analyzed and interpreted using descriptive statistics coupled with frequency and percentage method in a tabulated form. 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 fontface, font size, and graphics should be moderately used.

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