Impact of Advertising

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1.5 AIMS AND OBJECTIVES

Aims and objectives have been drawn so that to give a direction and purpose for the study. As a result, the aims of this project are:

- To assess the efficiency of billboard as a mean of advertising strategy.

- To assess whether billboard is the best advertising medium compare with others.

- To identify factors that contributes towards the success of billboard.

- To determine whether age, gender or region create different perception on billboard.

- To identify the best marketing tool that a company can make use of, in the promotion and sales of their products.

1.6 RESEARCH QUESTIONS

Research questions depict the problems that someone wants to study. The main research question for this study is:

“How UOM students perceive billboards as an efficient medium of advertising?”

Moreover, to shed more light on the subject matter some sub-questions have been formulated which are as follows:

- Is billboard the best type of advertising medium available for company for their advertising strategy?

- What are the factors that contribute towards the success of billboards?

- Do billboards provoke customers to make purchase?

- What is the best marketing tool, which helps to boost up sales volume?

1.7 PREVIOUS RESEARCH

In line with this topic, there are some other researches and articles that have already been carried out by other authors. Thus it will be illustrated in Table 1.2

Table 1.2- Previous research work on billboard

TITLE/TOPIC

AUTHOR

YEAR/ ORGANISATION/ UNIVERSITY

Use and effectiveness of billboards

Charles R. Taylor, George R. Franke, and Hae-Kyong Bang

University of Alabama and the Center for Marketing and public policy research at Vilanova University, 2006

Developing advertising strategies- a case study from logos

Linda Hung kwong wah

University of

Mauritius,

April 2005

An analysis of the perception of advertising in Mauritius regarding ethical and moral issues

Mandary Shakeel

University of

Mauritius,

2006

Source: Fieldwork

1.8 DISSERTATION STRUCTURE

Chapter One: consists of the introduction part, which gives an overview of how the dissertation has been organised. It also gives the rationale why this research has been carried out, its significance and relevance, and the research question which is in line with the research aims.

Chapter Two:is concerned with the Literature review. Literatures from past research, articles, books and journals will be used in order to have a better understanding and knowledge on the subject matter.

Chapter Three: explains the research methodology that has been designed in fulfilling the objectives set for this study. It provides a discussion about the calculation of the sample size, the different types of sampling method and also focus on the limitations of this study.

Chapter Four: consists of the presentation and analysis and data obtain from the survey. The results of the survey were presented in bar charts, pie charts, cross-tabulation and T-test, which help to answer the hypothesis testing.

Chapter Five: will presents with the recommendations of the study and will include direction for further research.

1.9 SUMMARY

In a nutshell, the introduction chapter highlights the key issues like problem, significance, objectives and aims for this study. The following chapter will deals with the literature review. The literature review will equip our knowledge by providing broader understanding of the subject. Relevant point of views of different authors about the subject matter will be presented.

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CHAPTER 2- LITERATURE REVIEW

2.0 INTRODUCTION

This chapter of the study is mainly about reviewing literature on the subject matter. It analyses the views, ideas, perception and results of different authors and publishers in order to enlighten our knowledge in the matter. Research work and literature from books, journals, magazines, newspaper and internet have been use to write up the literature review.

2.1 ADVERTISING

American Marketing Association has defined advertising as "Any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor”. Advertising is a form of communication used to promote products and service of a company in order to generate sales, create brand identity, and introduce new products and service and communicating a change in the existing products lines (OAAA, 2004). Moreover, Burde.D (2004) stated that advertising is a form of message that typically attempts to influence potential consumers to buy more of a particular kind of product or service. Bovee (1992) gives his views that “advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, service or ideas by identified sponsors through the various media”.

Typically, it communicates message that includes the name of the products and how they could be beneficial to consumers (Gusain, 2009). In many contexts, advertising is often associated to work in line with the term “marketing”, but indeed advertising