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Impact of billboard advertising on product promotion, case study of Seven Up Bottling Company, Ijora, Lagos State

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Abstract

This project looks at the Impact of billboard advertising on product promotion, case study of Seven Up Bottling Company, Ijora, Lagos State. The role of advertising in society is a controversial one, largely because opinions associated with it are heavily interwoven with more fundamental vows and beliefs about how society does and should operate. Advertising performs some basic functions in the society, first, it serves the marketing function by helping companies that provide product and service and ideas, sells their products in conjunction with personal selling and sales production. Some advertising however may be aimed at providing public service because it gives us information about goods and services. No wonder the International Advertising Association states: “to be properly informed, the consumer needs advertising”. Despite electronic media, billboard advertising got product promotion on the increase and has been dominating the forms of advertising. A result of billboard advertising has emerged as it is recognized by the advertisers as a subsidiary of the Advertising Practitioners Council of Nigeria (APCON). The increase in billboard advertising underscores the effectiveness of billboards on product promotion. Billboards are usually located at points with high vertical and human traffic. Consequently, users of such points are regularly exposed to the advertisement on the board. Secondary, billboards also offer a high degree of locational flexibility. In other words, the boards can be placed where the advertisers actually intended them to be. In addition, they tend to have lower costs per thousand than most of the other media.

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