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
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Date
2011-05
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Addis Ababa Universty
Abstract
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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