Billboards are large outdoor structures used for advertisement and are usually placed on busy roads. They are highly visible and are mainly found in market areas. They normally command high consumer exposure as many people can really see them.
Pros of Billboards
- They are big
As the billboards are normally big in size they normally attract the attention of many viewers hence it is easier to advertise through the use of billboards as the information is able to reach many consumers.
- They are brief
The information on the billboards is usually short and clear. This makes it possible for people to understand the product being advertised hence easier for the company to make sales through advertisements on the billboards.
- Captures large geographical area
When using the billboards, it is quite easy for the information on the billboards to cover large geographical areas. This is because many people from very many places will be able to read the information and spread it to others who are far hence covering a large geographical area.
- Relatively cheap
One billboard is able to serve a large group of people. This is because it is normally strategically placed and very many people can see and read the information on the billboards.
- It targets both medium and upper-class people
With the billboards, the information will be available to all classes of people. This is because everyone who passes near where the billboard has been placed will be able to get the information hence it does not depend on the class of people.
- It contains photographs
When using the billboards, it is normally accompanied by photographs that are related to the product being advertised hence it captures very many people.
- they are permanent
Billboards are normally made from durable material hence it can take a long time for it to be damaged. This makes it possible for people to keep on referring to it in case they forget about the advertised product.
Cons of Billboards
- They are stationary
As the billboards are placed at a place where they cannot be moved hence it becomes difficult for someone to refer to it in case the person has forgotten the information on the billboards.
- The information is very brief
The information on the billboards is usually short and this may lead to the company, not including other information that is relevant to the consumers. The information may not be enough to convince consumers to go for the product.
- Not easy to target a specific group
The information on the billboards may not really target a specific group and this may lead to giving the information to the irrelevant group which is not concerned hence not boosting the sales.
- It requires time to make the billboards
The billboards require specialists for them to be made hence it may be time-consuming as well as costly for them to be used to advertise a product.
Although there are disadvantages of billboards, most companies prefer the use of billboards to advertise as they have many advantages than disadvantages.