INFLUENCE OF BILLBOARD ADVERTISING IN PROMOTING STAR MAGGI AMONG FOOD VENDORS IN BENUE STATE

This study "Influence of Billboard Advertising in Promoting Star Maggi among Food Vendors in Benue State", the rationale behind this work is to find out ways billboard advertising influence the patronage/product preference of Star Maggie among food vendors. To identify the factors that contribute to the effectiveness of billboard advertising in promoting Star Maggie among food vendors and identify problems associated with billboard advertising The study is anchored on the Cognitive Response Theory, explains how individuals process information and form attitudes and behaviours in response to persuasive messages, such as advertisements Based on the purpose of this study, the survey method was used to enable the researcher elicit information from respondent The major instrument of collecting data in this research is a questionnaire to arrive at the specific sample size for this study, simple random sampling technique was used. A sample size of 23 drawn from the population of the area under study that are food vendors was sampled and Data collected from the field was analysed using descriptive statistics. Based on the findings Star Maggi's billboard adverts are effective in promoting the brand and benefiting food vendors' businesses, with eye-catching visuals and clear product information being the key factors. Recommendations holds that Star Maggi should update its billboard adverts frequently with fresh and engaging content, prioritize eye-catching visuals, and strategically place them in areas where food vendors frequent. The company should use targeted messaging and design to resonate with food vendors, highlighting the quality and versatility of its products. By implementing these changes, Star Maggi can increase the effectiveness of its billboard adverts and establish a strong reputation among food vendors and overcome the challenges of too many distractions and competitions.