Browsing by Author "Ayalew, Asres"

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    A Study on the perception of addis ababa university marketing management students towards billboard advertising in the city a case of mono 2000 outdoor and indoor advertising company
    (Addis Ababa Universty, 2011-05) Ayalew, Asres
    Billboards are the main outdoor advertising tools. There are different types of billboards: traditional, mechanical, digital and mobile. Traditional billboards are the most prevailing types in Addis Ababa. It has not been so long since billboards flourished as one of the principal advertising techniques in the Nation's capital. Traditional hand-painted billboards have been located at or on a certain distance from the company's main office mainly to drive the flow of customers to the company. This study was conducted to see how well the billboards in Addis Ababa are performing in the judgment of Marketing Management students of Addis Ababa University and to propose measures in order to alleviate any problems cited by the participants of the survey. The reason marketing management students have been selected was that the researcher aspired to present the opinions of marketing professionals and that most of the things solicited in the questionnaire were unfamiliar to non-marketing people. Since there is lack of previous studies on this matter, this study aims at becoming inspiration to individuals who would like to do a research on this particular topic. In the fulfillment of this study, convenience sampling method was implemented and regarding to data source, both primary and secondary data were used. According to the respondents, the main problem of the billboards is lack of message clarity followed by poor resistance to severe climatic conditions. More than a quarter of the respondents feel that the billboards are not easily understandable. In order to tackle this and other presumed limitations of the billboards, respondents recommended actions to be taken such as clarifying the message, using creative graphics, varying the billboards' size, using durable materials, etc. On the contrary, elaborated pictures and graphics were mentioned as the most significant strong sides of the billboards. There are no known rules and standards governing billboard adverti sing in Addis Ababa. The study advi ses the formulation of such rules and standards and also the formation of an authorized body for the enforcement of the rules. The study also urges billboard advertising agencies to establish a team of people possessing different skills that will improve the effectiveness of billboard advertisement.
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    A Study on the perception of Addis Ababa University Marketing Management students towards billboard advertising in the city A case of Mono 2000 outdoor and indoor advertising company
    (Addis Ababa University, 2011-05) Ayalew, Asres; Tesfaye, Haimanot
    Billboards are the main outdoor advertising tools. There are different types of billboards: traditional, mechanical, digital and mobile. Traditional billboards are the most prevailing types in Addis Ababa. It has not been so long since billboards flourished as one of the principal advertising techniques in the Nation's capital. Traditional hand-painted billboards have been located at or on a certain distance from the company's main office mainly to drive the flow of customers to the company. This study was conducted to see how well the billboards in Addis Ababa are performing in the judgment of Marketing Management students of Addis Ababa University and to propose measures in order to alleviate any problems cited by the participants of the survey. The reason marketing management students have been selected was that the researcher aspired to present the opinions of marketing professionals and that most of the things solicited in the questionnaire were unfamiliar to non-marketing people. Since there is lack of previous studies on this matter, this study aims at becoming inspiration to individuals who would like to do a research on this particular topic. In the fulfillment of this study, convenience sampling method was implemented and regarding to data source, both primary and secondary data were used. According to the respondents, the main problem of the billboards is lack of message clarity followed by poor resistance to severe climatic conditions. More than a quarter of the respondents feel that the billboards are not easily understandable. In order to tackle this and other presumed limitations of the billboards, respondents recommended actions to be taken such as clarifying the message, using creative graphics, varying the billboards' size, using durable materials, etc. On the contrary, elaborated pictures and graphics were mentioned as the most significant strong sides of the billboards. There are no known rules and standards governing billboard adverti sing in Addis Ababa. The study advi ses the formulation of such rules and standards and also the formation of an authorized body for the enforcement of the rules. The study also urges billboard advertising agencies to establish a team of people possessing different skills that will improve the effectiveness of billboard advertisement