ASSESSING THE EFFECTIVENESS OF BILLBOARD ADVERTISING IN THE POST OFFICE AREA OF MAIDUGURI.
Abstract
This study investigates the impact of billboard advertising on consumer behavior and brand awareness in the Post Office area of Maiduguri, Borno State. Using a survey research design, 200 respondents were randomly selected and administered questionnaires to gather data on their recall, perception, and response to billboard advertisements. The study reveals that billboards are a potent medium for reaching target audiences, with a significant proportion of respondents demonstrating high recall rates and positive attitudes towards billboard ads. The findings also suggest that strategically placed billboards with creative designs can effectively influence consumer purchasing decisions and enhance brand visibility. However, the study notes that factors such as clutter, maintenance, and cultural relevance can affect the effectiveness of billboard advertising. The study's findings have implications for advertisers, marketers, and outdoor advertising practitioners seeking to optimize their advertising strategies in the region.
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