EFFECTIVENESS OF BILLBOARD ADVERTISING IN REAL-ESTATE AND AUTOMOBILE ADVERTISING

EFFECTIVENESS OF BILLBOARD ADVERTISING IN REAL-ESTATE AND AUTOMOBILE ADVERTISING

Advertising is one of the important types of communication in todays world and it has become an indispensable for both the consumer and the producer of it. Advertising plays an important role in the integrated marketing communication. In todays information age it is necessary for an organization or institution make the public aware of their goods and services and advertising acts as tool to serve this purpose. There are various types of advertising such as Out-door Advertising, In-door advertising, Non-product advertising, Radio advertising, Television advertising, National advertising, International advertising, Retail advertising, classified advertising and local advertising to name a few. Outdoor advertising is less touched subject within the field of advertising. Though there have been some research on the creative execution, improving attention to the billboards there is not much attention given to examine the effectiveness of billboard advertising. Billboards as a medium of advertising have been used by the advertisers in various parts of India. It is normally situated along the traffic prone roads, main streets, commercial centres, on flyovers and on highways. The purpose of it is to make people (pedestrians, drivers, and passengers) aware of the products and services which are available in the market and which intern leads to the buying and selling between consumer and manufacturer. In todays world the outdoor advertising, especially billboard advertisements are used extensively by the Real-estate and Automobile advertisers. It is important to know are people noticing these billboard advertisements and how it is influencing the people in their purchase decision making process of these Goods being advertised. It is also important to know why do Real-estate and Automobile advertisers prefer advertising on billboards rather than other media such as television, Radio and Print.

K S SANDHYA

Media Studies