AN ASSESSMENT ON OUTDOOR ADVERTISING PRACTICE IN THE CASE OF ADWEST DIGITAL ADVERTISING

Abstract

The purpose of this study is to assess the outdoor advertising practice of Adwest digital advertising. More over; the study focused on assessing the effectiveness and efficiency of the outdoor advertising in Adwest digital advertising. To conduct the study that assesses the practice of outdoor advertising of Adwest digital advertising the researcher used descriptive research method. Because in this kind of research method customers’ perception and behavior described to answer the questions The research mainly used both primary and secondary data, primary data was collected through questioner and interview, and secondary data was collected from books, Company annual report to figure out and study deeply the practice of billboard in the company. Finding was analyzed using both qualitative and quantitative data analysis techniques. Quantitative data used to analyze and summarize using tally, tabulation, ratio, percentage and other tools of analysis. And qualitative data was analyzed using narration. The questionnaires were distributed to (150) customers of Adwest digital advertising. And the interview was held with the marketing manager of adwest digital advertising. From the total number of questionnaires (150) distributed to respondent customers, only 123 were responded. This means 82% of customers have filled and returned the questionnaires. The finding assures that the outdoor advertising of Adwest digital advertising needs to improve regarding clarity, creativity and appropriate color.