Is Billboard Advertising an Effective Tool in The Marketing of Home Appliances?

Israel Kofi Nyarko, Ernest Kafui Tsetse and Simon Kojo Mesa Avorgah

Asian Journal of Social Sciences and Management Studies, 2015, vol. 2, issue 3, 101-108

Abstract: In an attempt to create awareness, inform, educate and persuade marketing audience to patronize products, retail companies adopt diverse forms marketing communication to send messages across to their targets. Billboard ads are not left out of the mix of above-the-line communication tools used by home appliance marketers to achieve the above objectives. The aim of this study is to explore the importance of billboards advertisements in the marketing of home appliances. Many researchers have studied and reported widely on Billboards ads but none has so far addressed the importance of this creative form of marketing promotion is the marketing of home appliances. This study will help pull out some of the unique ways that billboard can help advertise home appliances to a wide audience with its ripple effects of increased sales revenue. Data for the study was collected with questionnaires administered on 500 respondents in the study area. Simple frequency tables and bar graphs were used to analyze and report the findings of the study. Findings of the study revealed that most respondents are of the view that billboard advertising is a good tool for creating awareness and persuading customer to choose appliances of their choice.

Keywords: Billboard; Home appliances; Outdoor advertising; Selective perception; Media; Marketing. (search for similar items in EconPapers)
Date: 2015
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