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A Qualitative Evaluation of the Current State of Billboard Media Advertising in Malaysia.

Wong, Lee Sa (2020) A Qualitative Evaluation of the Current State of Billboard Media Advertising in Malaysia. Doctoral thesis, Asia e University.

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Billboards have increasingly become an important element in media plans and advertising campaigns. Despite the increase of attention by advertisers, outdoor media has been “one of the least researched of any mass medium” (Katz, 2014). In Malaysia, the outdoor industry faced challenges from the lack of regulations by the local state councils and increased in illegal billboards. Guided by two theoretical frameworks – Media Richness Theory and Hierarchy of Effects Model, this doctoral research aimed to examine the current state of billboard media measurement in Malaysia, discuss and analyse the challenges, limitations, the role of billboard media and current ways billboard was being measured as an advertising medium. As previous researches have only provided various statistics of outdoor advertising in Malaysia, this research took a different perspective to deploy only qualitative methods– focus group discussion, indepth interviews and textual analysis to provide depth and understanding. Research findings revealed that there were additional challenges faced by outdoor industry stakeholders in Malaysia. The lack of regulations by the local government has led to other repercussions and irregularities among industry players, which was the main reason behind the lack of standard outdoor media measurement for billboard and other outdoor medias in Malaysia. This research also achieved an important discovery of a mix for billboard media planning in Malaysia – The OBILTA Mix. The mix consists of five variables – objective, location, budget, image and target audience which emphasized on the importance of the objective of a billboard media campaign as it placed a huge influence for media planners to plan for the location, budget, image that targets the audiences identified for the campaign. The OBILTA mix is the first for the billboard industry and also outdoor media in Malaysia.

Item Type: Thesis (Doctoral)
Uncontrolled Keywords: Billboard, Advertising, Qualitative Evaluation
Subjects: H Social Sciences > HF Commerce
Divisions: School of Management
Depositing User: Aida Rashidah Maajis
Date Deposited: 14 Oct 2020 05:26
Last Modified: 14 Oct 2020 05:26

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