The impact of outdoor advertisement on the performance of public sector corporation:
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Date
2008-06
Authors
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Journal ISSN
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Publisher
Kampala International University, College of Economics and Management
Abstract
In developing countries, the outdoor advertising has basically been used by commercial
corporations to inform, educate as well as entertain the public, but public sector
corporations like K.C.C haven't been using it despite its low cost and wide varieties, its
only of late that they have started adopting bill boards and poster panels to reach to the
public, examples being the "CHOGM'' bill boards used by the Ugandan government,
which were temporary and over immediately after the meeting was through. It's the same
case in many developing countries.
On this research report, the researcher is trying to bring out the issues that have delayed
the K.C.C and other public sector corporations to embrace this very easy and affordable
marketing technique, which has been widely used in the private sector. Managers of this
public sector corporation need to know that the public has to be informed so that the
corporations can increase their revenue attain their objectives as well as create awareness
among the general public.
But public sector corporation can not benefit from outdoor advertisement and till they
change their attitude towards outdoor advertisement (that it's used only by private profit
making corporations.) They should also employ staff with the skins and know how in
implementing those ideas int.o visible .outdoor adverts that will help them, communicate
to their desired targeted group. It's also important to prioritize on what will benefit the
corporation the most, and in this case advertising is something that should be given a lot
of priority because these is the most affordable way to reach the masses..
The researcher also looked for the most convenient and economical outdoor
advertisement media that public sector corporations can employ in informing the public
in developing country such as Uganda. AH these will help them in improving their
service to their clients, hence they will eventually increases their revenue; create
awareness as wen as attainment of corporation's objective.
Description
case study Central Division -Kampala City Council the research submitted to the faculty of Business and Management in partial Fulfillment for the Award of Bachelors Degree of Business Administration of Kampala International University.
Keywords
Outdoor advertisement, Performance, Public sector corporation, Kampala City Council