An Assessment of Outdoor Advertising Practice: The Case of Addis Ababa

Abstract

The aim of this study is to look at the advertizing activities especially the outdoor practice exercised in Addis Ababa. In this study the student researcher tried to find out certain challenges came across such activities includes, short period of time at conveying the message, limitation in arrangement of billboards for the intended business that can be due to lack of appropriate places or permission of the concerned government body. To conduct this study, the student researcher applied descriptive research design to discuss the outdoor advertising of Addis Ababa on identified areas. To get the proper response the student researcher used both primary and secondary data. Primary data was collected from viewers and the Marketing Managers of advertisement agencies. Secondary data was collected from literature review of various books. Regarding the output and an expected result of the study, we can grasp certain notable cases that should be considered in advertising practices. The advertising agencies do not communicate customer on time this effect a loose relationship between the agency and, clients. In addition, the study has demonstrated that the outdoor advertising is poor in providing timely information to customers. Therefore, from this it is possible to conclude that the advertising agencies should work hard in changing the existing circumstances to manage the service efficiently.