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

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...

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Main Author: Wong, Lee Sa
Format: Thesis
Language:English
English
Published: 2020
Subjects:
HF Commerce
Online Access:http://ur.aeu.edu.my/796/1/PhD%20Full%20Thesis%20October%202020%20Wong%20Lee%20Sa.pdf
http://ur.aeu.edu.my/796/2/PhD%20Full%20Thesis%20October%202020%20Wong%20Lee%20Sa-1-24.pdf
http://ur.aeu.edu.my/796/
https://online.fliphtml5.com/sppgg/clkc/?1602653152900
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spelling my-aeu-eprints.7962020-10-14T05:26:48Z http://ur.aeu.edu.my/796/ A Qualitative Evaluation of the Current State of Billboard Media Advertising in Malaysia. Wong, Lee Sa HF Commerce 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. 2020 Thesis NonPeerReviewed text en http://ur.aeu.edu.my/796/1/PhD%20Full%20Thesis%20October%202020%20Wong%20Lee%20Sa.pdf text en http://ur.aeu.edu.my/796/2/PhD%20Full%20Thesis%20October%202020%20Wong%20Lee%20Sa-1-24.pdf Wong, Lee Sa (2020) A Qualitative Evaluation of the Current State of Billboard Media Advertising in Malaysia. Doctoral thesis, Asia e University. https://online.fliphtml5.com/sppgg/clkc/?1602653152900
institution Asia e University
building AEU Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Asia e University
content_source AEU University Repository
url_provider http://ur.aeu.edu.my/
language English
English
topic HF Commerce
spellingShingle HF Commerce
Wong, Lee Sa
A Qualitative Evaluation of the Current State of Billboard Media Advertising in Malaysia.
description 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.
format Thesis
author Wong, Lee Sa
author_facet Wong, Lee Sa
author_sort Wong, Lee Sa
title A Qualitative Evaluation of the Current State of Billboard Media Advertising in Malaysia.
title_short A Qualitative Evaluation of the Current State of Billboard Media Advertising in Malaysia.
title_full A Qualitative Evaluation of the Current State of Billboard Media Advertising in Malaysia.
title_fullStr A Qualitative Evaluation of the Current State of Billboard Media Advertising in Malaysia.
title_full_unstemmed A Qualitative Evaluation of the Current State of Billboard Media Advertising in Malaysia.
title_sort qualitative evaluation of the current state of billboard media advertising in malaysia.
publishDate 2020
url http://ur.aeu.edu.my/796/1/PhD%20Full%20Thesis%20October%202020%20Wong%20Lee%20Sa.pdf
http://ur.aeu.edu.my/796/2/PhD%20Full%20Thesis%20October%202020%20Wong%20Lee%20Sa-1-24.pdf
http://ur.aeu.edu.my/796/
https://online.fliphtml5.com/sppgg/clkc/?1602653152900
_version_ 1681492819328368640
score 13.211869

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