Vendors and purchasers always exist when it comes to commodity exchange or trade. Vendors improve motivation of selection by appealing a company product to purchasers. At this stage, all the activities that sellers give consumers are regarded as consumer engagement. There are various tools of marketing communication, in particular, most common communication method between consumer and buyer is advertising such as media advertising, direct response, interactive advertising and place advertising.
This article is also about place advertising, specifically, Billboard Advertising which is most common form of outdoor advertising. There is a disadvantage that consumers are likely to easily overlook as billboard advertising has a wide range of expression to consumers. Even so, it also has an advantage to attract consumers’ attention in the far distance. To take advantages of this, billboard advertising should be simple, innovative, creative and unique.
Billboard advertising can deliver some meaning as design itself without any message. It should be clear to make everyone understand when it has no message. It is better to show an impact for a written message by using simple main words.
It is also important to investigate a trend for consumers’ attention. For example, eco-friendly that all the consumers are interested in is a good element to attract consumers.
As technology develops, the possibility of billboard advertising’s development is enormous. For example, consumer engagement can be enhanced by connecting light, touch screen and sound so as to enable consumers to not just see or feel and stimulate consumers’ curiosity, but experience or feel.
Billboard advertising has a great effect on consumer engagement as it has a broad range of expression as well as attracting consumer’s attention.
Vendors, therefore, should promote consumers’ purchase with the help of consumer engagement through billboard advertising.
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