Billboard Elements: Factors That Affect the Brand Preferenceof Selected Consumers in Santa Rosa, Laguna

CHAPTER 1

THE PROBLEM AND BACKGROUND OF THE STUDY

INTRODUCTION

A billboard is a large outdoor advertising structure (a billing board), typically found in high traffic areas such as alongside busy roads. Billboards present large advertisements to passing pedestrians and drivers. Typically showing large, witty slogans, and distinctive visuals, billboards are highly visible in the top designated market areas. Bulletins are the largest, most impactful standard-size billboards. Located primarily on major highways, expressways or principal arterials, they command high-density consumer exposure (mostly to vehicular traffic). Bulletins afford greatest visibility due not only to their size, but because they allow creative "customizing" through extensions and embellishments.

There are some forms of billboard used nowadays such as: Digital billboards, which are created from computer programs and software; Painted billboards, almost all these billboards were painted in large studios. The image was projected on the series of paper panels that made up the billboard; Mobile billboards are able to go directly to their target audience. They can be placed wherever there is heavy foot traffic due to an event.

“Life is said to be a matter of choices.” It is applicable in every aspect of life, most especially in the daily life of being practical of a person. People have different needs and wants, and they always choose the best for their own benefits. They also have different attitude on choosing items and most of them depends on other people. Nowadays the means of living is in lined with business. They always consider on how to introduce their products to be effective in market.

Introducing product to the market is the vital part of a business, and one of their ways to introduce their products is through advertisements but this includes a lot of money involvement. One of the main examples of advertisement is through television, ads and through the use of billboards. In these...