Billboard Advertising and Customer Attention: A Pakistani Perspective

Abstract

Billboard advertising plays an important role and it should be placed on right place at right moment. It is a best way for introducing or advertising your business products because it's an easiest marketing tool to communicate with different people, you don't need to find your customers, and customer will find your advertising. The objective of this study is to determine what features should be used to attract customer while making billboard ads. This study explain billboard advertising and their impact on consumer attention, whether the target audience gives importance to billboard or not, and to understand the element that are necessary to create an effective billboard to attract customers attention. Variables used in this study include Color & size, Celebrity Images, Brand Image & Logo and Texture & Messages. A sample of 200 respondents has been taken. The primary data of the study is collected personally with the help of well-structured and closed ended questionnaire and survey based on 200 respondents. Researcher conducted one tail T-Test and used the frequencies too. The SPSS program was used in conducting the analysis. All these variables have positive impact on customer attention. Effective advertising through billboard should be based on variety, reality, quality and attractiveness. The results show that the chosen variables have an impact on billboard advertisement and hence the objective of this research met. This research is beneficial for all consumers as well as for companies that use to promote their products through this medium. Further research will be done by interviewing more consumers of all ages and advertising experts so that more accuracy in the results will be generated, moreover researchers may specify the industries or sectors to get the targeted results.