Introduction
Advertising as a concept, can be defined as a form of communication through the media about product, services, ideas, personalities or organizations, paid for by an identified sponsor Alide in Okunna (2002).
Bovee and Arens (1985) gave a more widely accepted definition of advertising as the non-personal communication of information, usually paid for any usually persuasive in nature about products (goods and services) or ideas by an identified sponsor through various media. It is an exciting, dynamic, and challenging enterprise.
Advertising is the structured and composed non personal communication of information, usually paid for and usually persuasive in nature, about products, services and ideas, by identified sponsors, through various mass media (Arens 2008). This definition is closely related to Dominick’s (2007) definition which asserts that advertising is any form of non-personal presentation and promotion of ideas, goods and services, usually paid for, by identified sponsor.
Also, Asemah, Edegoh and Ojih (2013) state that advertising is a controlled, identifiable and persuasive communication that is presented via the mass media and designed to develop product demand and to create a favourable image for a company. Advertising is also controlled, identifiable information and persuasion by means of mass communication media. Defined by Wright and Zeight (1982). Gillran Dyer says that in its simplest sense, the word “advertising” means drawing attention to something or notifying or informing somebody of something.
On the other hand, Billboard is a branch of outdoor media. Billboard is usually targeted at passers-by, drivers, those in moving vehicle and pedestrian traffic. They are characterized by attractive models images and catchy slogans that attract attention.
Duncan (2013) says billboards take two forms. The most common definition of a billboard is an outdoor sign or poster you usually see on freeways, highways and streets. A billboard is also an announcement of a sponsor or sponsors at the beginning, middle or end of a radio or television broadcast. A billboard that is an outdoor sign or poster is also known as outdoor advertising.
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