PERCEPTION OF SELECT BILLBOARD ADVERTISEMENTS AMONG BENIN RESIDENTS

This study was carried out to determine the perception of select billboard advertisements among Benin residents. Questionnaire was used to gather data from 400 individuals currently residing in Benin City. This study shows that effectiveness of billboard advertising in Benin City, the perception of billboard advertising across various demography in Benin, and factors that arouse interest in a billboard and the effectiveness of billboard when compared to other medium of advertising. The study became necessary due to the fact that billboards may not be an effective form of advertising when it is compared to digital ones like social media hence, if it is still necessary for billboards to be used by advertiser to pass their messages. It shows if billboard s are still perceived as an effective medium or if it has been overshadowed by digital tools.